When considering marketing options for your dealership, direct mail should be in the mix. Direct mail is a tried-and-true marketing method that remains a great option for automotive businesses. This low-cost option maintains a high return on investment and is an easy-to-consume option for many customers.
Still, you may be curious just how a direct mail marketing campaign can help your business. You’ll be surprised to hear how many ways this marketing method benefits dealerships like yours to gain new customers, sustain current customers, and build a legacy in the communities you serve.
Epsilon Individual Automotive is here to review some ways that direct mail marketing campaigns can help your automobile business. Let’s get started.
Direct Mail Increases Brand Recognition
The use of direct mail can help increase brand recognition for your dealership. If you’ve recently opened your dealership or are hoping to promote a sale or service, direct mail can help get that information in front of as many people as possible.
Methods like Every Door Direct Mail® (EDDM®) let you select an entire neighborhood or specific zip codes to reach with your mailers. All of the homes in that area will receive your direct mail campaign. This allows people to get to know your dealership and even take advantage of an offer you might have included.
Your dealership’s name gets out there and may even spread further once your potential customers have a chance to experience your dealership. You’ll become a recognizable name as part of the community.
Brings Transparency and Honesty to the Forefront
The most successful automotive direct mailers prioritize concise and impactful messaging. Because modern consumers instinctively look for quick, easy-to-read material, placing the most crucial information upfront plays a big role in gaining a following. Honesty and transparency in advertising build trust, alleviating any doubts potential buyers might have and encouraging them to explore your services further.
Building trust early on is key to establishing long-term relationships and maximizing return on investment. With the right direct mailer, your dealership can craft a personalized and interactive marketing experience to pave the way for successful future campaigns.
Why is this important? Modern automotive marketing leverages abundant data to personalize advertisements, which caters to diverse demographics. This data-driven approach, combined with informative and direct advertising, fosters a sense of familiarity with your dealership’s staff, increasing the chance of positive responses for the long term.
Introduces Your Brand to New Eyes (and Ears)
Direct mailers also work to incorporate your brand’s unique spirit into one easy-to-read package. While maintaining a friendly and informative tone, these marketing materials can connect with your audience through aligned messaging with your dealership’s mission and values.
As the campaign is being built, dealerships should maintain brand consistency from the beginning of the campaign to the end, employing creative elements such as personalized URLs or QR codes to engage readers and build trust. These interactive direct mail elements provide an avenue for customers to explore your dealership online, facilitating potential transactions.
Ultimately, direct mail works to create a compelling approach to marketing that drives responses and boosts engagement. Striking the right balance between brand identity and a persuasive call to action will lead to increased response rates.
Calls Your Audience to You
A direct mailer also finds success by using an effective call-to-action (CTA). Think of it as another way direct mailers can help your dealership achieve trust, transparency—and ultimately, returning customers. The proper CTA provides target audiences with the actions they should take to engage with the offer being presented in your mailer.
The absence of a CTA could deter customers from interacting with your dealership, especially when enticing promotions are involved. For example, without a clear CTA, potential customers might hesitate to claim a gift card offered for a test drive.
Here’s another way to look at it: A well-defined CTA in your direct mailer minimizes this risk and streamlines the customer’s journey. If you’re interested in learning more, our team of experts specializes in crafting effective CTAs through various services, ensuring your direct mail letters stand out and drive engagement.
Works in Tandem with Other Marketing Methods
Direct mail doesn’t have to work alone; it can be combined with digital marketing. Multiple marketing channels allow for a larger audience to see your ads and give them more opportunities to act on them.
Direct mail can also act as a follow-up to an online ad that a potential customer has seen while browsing online. On average, direct mail is easier for potential customers to read and follow. Away from the distractions of the internet, someone has an opportunity to take in what your mailer is saying and may find it more trustworthy if they’ve heard of your business elsewhere before.
Direct Mail is Highly Targeted
Thanks to data, direct mail can be highly targeted, allowing your dealership to advertise to those most likely to use your dealership’s services or purchase/lease a car. By using a targeted direct mail list, you can also save time and money because you’re not spending extra postage on those who may not fit your current marketing campaign.
We have a variety of automotive data solutions available that can help target customers based on the following:
- Income
- How far along they are in their lease/loan
- Type of vehicle they drive
- Family size
For example, if your dealership is interested in selling or leasing more SUVs, you may want to target leads with families who are almost finished with their lease or loan and those who already drive SUVs. All of those people may be more likely to purchase an SUV than someone who is single and driving a sedan.
Learn More About How A Direct Mail Campaign Can Help Your Business
Now that you know a little more about how direct mail campaigns can help your automotive business, are you ready to get started? From structuring or restructuring your target audiences to building trust within the communities you serve, a direct mail marketing campaign can make an impact on your business almost immediately.
When you’re ready to take the next step, Epsilon Individual Automotive’s experts will walk you through the benefits of direct mail campaigns—and get you squared away with the right approach for your needs. Contact us today to get started on your journey.
