“Direct Mail is not dead!” Screams the mail house from the mountaintop. But they might just be right- especially when it comes to automotive campaigns. A Canada Post and True Impact Marketing study found that consumers who receive offline direct mail ads were able to recall what they saw 75% of the time, whereas those who viewed the same ads in digital formats were only able to recall them 44% of the time.
While people spend a lot of time online, they are constantly bombarded with ads, making it difficult for any single message to stand out. In contrast, physical mail gets more attention. One of the first things people do when they come home is check their mailbox, and they are more likely to engage with a well-designed mail piece than yet another digital ad.
Automotive mailers are not just memorable; it also performs well. According to the 2015 DMA Response Rate Report, direct mail response rates are higher than many digital marketing channels, second only to phone calls. It is also the most effective method for business-to-consumer (B2C) marketers when it comes to acquiring new customers. With such strong results, it’s clear that direct mail should be a key part of any automotive marketing strategy.
3 Tips to Get More Customers from the Mailbox to the Showroom
1. Use a High-Quality Mailing List
A successful direct mail campaign starts with a well-targeted mailing list. You have three options:
- Use your own customer database (first-party data). This includes people who have already shown interest in your business. They may have visited your website, signed up for a newsletter, or purchased a car from you. Since they are already familiar with your brand, they are more likely to respond positively. However, customer data can quickly become outdated, and errors in contact details can result in wasted mailings and lost marketing dollars.
- Purchase a third-party mailing list. These lists contain potential customers who have not yet interacted with your dealership. While response rates may be lower compared to first-party data, a well-curated third-party list can help expand your reach to new audiences.
- Enhance your existing data with third-party information. This is the best of both worlds. By combining first-party and third-party data, you can gain deeper insights into your customers. For example, you can find out if a customer recently purchased a vehicle or is due for an upgrade. This helps ensure that you send relevant offers to the right people.
Using an updated and accurate mailing list prevents issues like sending promotions for a new car to someone who just bought one. This improves the effectiveness of your campaign and strengthens your relationship with customers.
2. Optimize Your Content for Maximum Impact
Once you have a well-targeted mailing list, the next step is creating compelling content. Your message should be clear, personalized, and engaging. Here’s how:
- Personalization is key. A generic message won’t grab attention. Instead, use customer data to tailor offers based on their vehicle history, interests, and needs. For example, if a customer owns an older vehicle that has needed multiple repairs recently, they might be more likely to respond to a trade-in offer for a newer model.
- Use clear, attention-grabbing headlines. The recipient should immediately understand the purpose of the mail. A message like “Exclusive Trade-In Offer Just for You!” is more engaging than a vague statement.
- Highlight benefits, not just features. Instead of simply listing car features, focus on how they improve the customer’s life. For example, “Enjoy a smoother ride and better fuel efficiency with the latest model” is more compelling than “New model with improved engine.”
- Include a strong call to action. Tell customers exactly what you want them to do next, whether it’s visiting your showroom, scanning a QR code for a special offer, or calling to schedule a test drive.
3. Choose the Right Format and Delivery Method
The design and format of your mail piece can impact its success. According to the 2015 DMA Response Rate Report, oversized envelopes have the highest response rate (5%), followed by postcards (4.25%), dimensional mail (4%), catalogs (3.9%), and letter-sized envelopes (3.5%). While these numbers provide helpful guidance, the best format depends on your audience and campaign goals.
- Postcards work well for quick, eye-catching promotions. They are easy to read at a glance and don’t require the recipient to open an envelope.
- Personalized letters create a sense of exclusivity. These work well for higher-value offers or VIP invitations.
- Catalogs are great for showcasing multiple vehicle options. If you want to highlight different models, features, and financing options, a catalog can be effective.
No matter what format you choose, A/B testing different designs and messages can help you determine what works best for your audience.
Beyond Direct Mail: Integrating with Other Channels
While direct mail is highly effective, it works even better when combined with other marketing channels. The most popular options to pair with direct mail are email and social media. According to research, 44% of customers visit a company’s website after receiving a direct mail piece, and 48% keep the mail for future reference.
To make the most of your campaign:
- Ensure your website is ready for increased traffic. Many recipients will look up your dealership online after receiving a mail piece. Make sure your website is mobile-friendly, easy to navigate, and provides clear next steps for potential customers.
- Use email follow-ups. Sending an email after a mail piece is delivered can reinforce the message and encourage engagement.
- Retarget mail recipients on social media. By matching your mailing list with social media audiences, you can continue the conversation online and remind potential customers of your offer.
Final Thoughts
Direct mail remains a powerful tool in automotive marketing, especially when used strategically. By building a high-quality mailing list, creating engaging content, choosing the right format, and integrating with digital channels, you can drive more customers to your showroom and increase sales. The automotive industry is highly competitive, and using a proven marketing method like direct mail can give your dealership an edge. Don’t miss out on this opportunity to connect with potential buyers in a way that stands out from the digital noise.
