Direct Mail - Dealer Profit Pros

Yes, it’s been around a while. It was popular when newspapers and the Yellow Pages worked for everyone. You may think that it must be suffering – just as those other antiquated media are suffering.

Nope! Not if you do it right.

Here’s why:

For most people, the mailbox in front of their home is nearly empty. Your marketing piece shows up by itself. No distractions.
Competitors have a hard time copying your successful campaigns. You are advertising in a vacuum.
Three in five American consumers report that they enjoy getting postal mail from certain brands about new products. The preference for receiving direct mail marketing was considerably higher than email which was 43 percent. The preference for direct mail extends to the 18 to 34-year-old demographic in both the U.S. and Canada (Source: December 2011 by Epsilon 2011 Channel Preference Study)
Ninety-eight percent of consumers retrieve their mail from the mailbox the day it’s delivered, with 77 percent sorting through it that same day. (Source: USPS Data, reported in Direct Mail News 2/11)
Twenty-six percent of consumers rank direct mail as more trustworthy than email. Direct mail was ranked as three times more trustworthy than social media and blogs. (Source: December 2011 by Epsilon 2011 Channel Preference Study)

You can buy lists of targeted audiences who are more likely to buy from you now or in the future. For example:

People with bad credit – if you are a buy-here pay-here dealer.
People who just moved into town. They will need a place to get oil changes. That’s good for franchise dealers or independent dealers that sell maintenance and repair. Couple that with dealer newsletters and you may turn your maintenance customers into vehicle buyers when the time comes.
People with targeted income levels.
Car buyers who already drive a specific model of vehicle.
The list goes on.

For a detailed list of dos and don’ts using direct mail, get Marketing Battleground.