In a world of clutter, junk mail and non-stop advertisements, how do you get your direct mail noticed? There are many ways to have your direct mail piece stand out so it won’t get mixed in with the junk that fills your customers’ every day mailboxes! Read our quick tips below on how to get your mail noticed and motivate your customers to visit your dealership.
1. Keep your mail visually stimulating
– A plain white envelope and an all-text enclosed letter are lackluster to say the least. It’s important not to make your mail piece too crowded. The use of bullet points and appropriately bolded text and images are effective methods of creating a visually appealing and interesting mailing. If you’re direct mail piece is a letter, use short direct sentences and paragraphs.
2. Know valuable information about every customer in order to personalize all marketing pieces
– In order to personalize your marketing pieces, it is important to really know and understand your target. When you know consumers’ basic demographics, interests and recent purchases it is easier to personalize your direct mail piece and send them relevant, interesting and compelling promotional offers. Personalization is more than just including the recipient’s name within the piece. Rather, a critical characteristic of personalization is that your message and offering is relevant to the needs and wants of each customer. Personalization and relevancy increase perceived value and consequently improve response rate. An InfoTrends/CAP Ventures personalization study found that highly personalized color direct mail generated a 6.5% response rate—much improved from the 2% response rate non-personalized direct mail is said to generate (Source: QuantumDigital
3. Make sure the right message is being delivered to the right person at the most opportune time
– This statement is often used in the automotive and direct mail industries, but what does it really mean? It means that you must make sure that your message is applicable to the recipient at the moment they receive your mail (or at least the near future). For example, according to Specialty Equipment Marketing Association (SEMA), the window for accessory sales is within the first four months of ownership (Source
). This is especially true for trucks and niche cars (i.e., Camaro, Corvette and Nissan Z). More dealers should consider direct mail pieces regarding accessories to owners of such vehicles, directing them back to the dealership to make a purchase. Other simple ideas are to send pieces aimed at the first service visit, anniversaries, and parts for aging vehicles. The basic rule of “the right message to the right person at the right time” is to follow the customer lifecycle and keep in constant contact with them…from the sale of a vehicle, to servicing the vehicle over time, to the sale of a replacement vehicle.
4. Use other mediums to get your message across
– In today’s rapidly evolving digital world, dealers should remember to take advantage of all the different communication tools available. A multi-channel approach, which entails utilizing email, text, telephony and social media to spread your marketing message, is the best way to continually touch consumers.
5. Make it BELIEVABLE!
– We can all probably remember a time when we’ve met a young child who always evaded the truth. “Johnny, did you break that window?” “No,” responds Johnny…looking as guilty as Tom from Tom & Jerry cartoons. Or the kid who always cried wolf, claiming he was too sick to attend school that day. What happens in those situations? We all become skeptical, jaded and leery of that kid. Do your customers believe your direct marketing offers? If not, why? Have you over time put out big broad statements that weren’t backed up when a consumer stepped onto the lot? Are your customers leery and cautious of your promotions? The key to a successful direct mail campaign is to make your offer believable. Don’t overpromise. Make the deal real.
If you follow these simple five tips, your direct mail will stay far away from the pile that ends up in the bottom of the garbage bin. By sending personalized, consistent, relevant and timely messages to your customers when they need them most, you will ensure that your mail is always pleasantly received by your customers. Remember, customers will welcome information when they need it, so be sure to send them believable and appropriate mailings, offers and promotions at the most opportune time!
~ Missy Jensen, Social Media Manager at DMEautomotive.
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at firstname.lastname@example.org
LinkedIn Profile: http://www.linkedin.com/in/missyjensen