-Earl Brown
President, Drive Promotions
Find Me On The Web
Email: earl@drivepromos.com
Facebook: http://www.facebook.com/HitTheRedline
Twitter: https://twitter.com/earlbrowncarguy
Earl Brown Blog
Total Posts: 4
EB
Drive Promotions
Jan 1, 2014
5 Ways To Get Your Dealerships Direct Mail Opened
 |
| If Your Envelope Looks Like This - Your Prospects Aren't Opening |
How To Get Your Direct Mail Message Opened - If It Is Stuffed In An Envelope.
I've said it for years, and until the data changes I will continue to say it...if you must stuff your Automotive Direct Mail message into an envelope, for the love of ROI make sure it stands out!
Research shows that unsolicited direct mail has a very low open rate (some suggest under 20%). The worst thing you can do in my opinion is stuff your carefully designed message in a "plain-jane" envelope that screams SOLICITATION!
Over the years my companies have printed well over 15,000,000 Direct Mail Ad's for Auto Dealers all over the country. Under 500,000 of our pieces have ever been stuffed into an envelope (buy-back letters, j-letters etc). However....if you really love your envelopes, we have a list of ways to really spruce it up and set it apart from the crowd.
1. Experiment Be willing to change up the standard envelope sizes and arrangements. A slightly different envelope rarely effects the overall cost significantly. Depending on your message a large 9x12 Envelope may net you more "opens" than a standard #10 Brown windowed.
2. Color Every direct mail nerd I know (myself included) is a sucker for "Color Trends". Humans respond to colors in a very unique way. It is a large part of the algorithm for every successful campaign. Keep an eye on your own mailbox at home. Notice trends with multi-colored/graphic envelopes? Follow these trends in your own marketplace. Without having to do all the expensive research on your area...the big "mailers" in your market (Retail Stores, Law Firms, ValPaks Etc) already know what color schemes are working best. Believe it or not, Color preference and response can actually change in certain regions.
3. Font / Typography Believe it or not, BOLDER is not always better. The science of Typography in Print Media/Direct Mail is a very fine indeed. A soft and personal font like COURIER NEW or even a "Handwritten" type face will seem much more credible to your prospect that something loud like GEORGIA or TREBUCHET. When in doubt...have some folks read it out. Your eyes while naturally tell you if something doesn't jive well. Keep in mind it is VERY RARELY A GOOD IDEA TO YELL AT YOUR PROSPECTS USING BOLD WORDS AND ALL-CAPS on an envelope.
4. Postage The postage you use on a direct mail campaign can be a key indicator of "importance" to your customers. First Class is ALWAYS recommended for anything you put in an envelope. If you are paying all that extra money for a highly targeted prospect list and an envelope...it's a great idea to use either a 'live stamp' or a rubber stamp in place of the standard "bulk mail" indicia. A live stamp add's that human touch (sort of like the handwriting element) and a red rubber stamp can add an extra layer of urgency. The indicia can actually make your customers feel much less important, if using a bulk indicia on your mai campaign, it is important to try your best to personalize the rest of the piece with things like Variable Data, Handwriting Elements, etc. So your customers feel you talking TO them, instead of talking in their general direction.
5. Practice The A/B's of Direct Marketing As an automotive dealer...the most important thing you can do in your Database/Conquest letter mailings is A/B Testing. I LOVE A/B testing and it is my standard operating procedure to do many studies of A/B testing before we release a new product. Test things like Colors, Fonts, Envelopes, Stamps, On-Envelope Graphics/Logos Etc...BEFORE you send out the big campaign. For instance if you plan on mailing out a big 20,000 piece letter campaign, my first step would be to segment 2,000 of those prospects and in a controlled setting send out the 2 most popular versions we cam up with. Tests can be structured to validate about any component of the campaign. After mailed, all that is left to do is track and measure your results to find out which TEST did better A...or B. This way you always put your best piece forward.
In conclusion... I would never advise doing "envelope" mailers for your dealerships direct mail more than a few times a year...but when you do utilize the envelope, make sure you are following these best practices to get it opened.
Earl Brown
President, Drive Promotions
http://drivepromos.com
4010
EB
Drive Promotions
Jan 1, 2014
5 Ways To Get Your Dealerships Direct Mail Opened
|
| If Your Envelope Looks Like This - Your Prospects Aren't Opening |
How To Get Your Direct Mail Message Opened - If It Is Stuffed In An Envelope.
I've said it for years, and until the data changes I will continue to say it...if you must stuff your Automotive Direct Mail message into an envelope, for the love of ROI make sure it stands out!
Research shows that unsolicited direct mail has a very low open rate (some suggest under 20%). The worst thing you can do in my opinion is stuff your carefully designed message in a "plain-jane" envelope that screams SOLICITATION!
Over the years my companies have printed well over 15,000,000 Direct Mail Ad's for Auto Dealers all over the country. Under 500,000 of our pieces have ever been stuffed into an envelope (buy-back letters, j-letters etc). However....if you really love your envelopes, we have a list of ways to really spruce it up and set it apart from the crowd.
1. Experiment Be willing to change up the standard envelope sizes and arrangements. A slightly different envelope rarely effects the overall cost significantly. Depending on your message a large 9x12 Envelope may net you more "opens" than a standard #10 Brown windowed.2. Color Every direct mail nerd I know (myself included) is a sucker for "Color Trends". Humans respond to colors in a very unique way. It is a large part of the algorithm for every successful campaign. Keep an eye on your own mailbox at home. Notice trends with multi-colored/graphic envelopes? Follow these trends in your own marketplace. Without having to do all the expensive research on your area...the big "mailers" in your market (Retail Stores, Law Firms, ValPaks Etc) already know what color schemes are working best. Believe it or not, Color preference and response can actually change in certain regions.3. Font / Typography Believe it or not, BOLDER is not always better. The science of Typography in Print Media/Direct Mail is a very fine indeed. A soft and personal font like COURIER NEW or even a "Handwritten" type face will seem much more credible to your prospect that something loud like GEORGIA or TREBUCHET. When in doubt...have some folks read it out. Your eyes while naturally tell you if something doesn't jive well. Keep in mind it is VERY RARELY A GOOD IDEA TO YELL AT YOUR PROSPECTS USING BOLD WORDS AND ALL-CAPS on an envelope.
4. Postage The postage you use on a direct mail campaign can be a key indicator of "importance" to your customers. First Class is ALWAYS recommended for anything you put in an envelope. If you are paying all that extra money for a highly targeted prospect list and an envelope...it's a great idea to use either a 'live stamp' or a rubber stamp in place of the standard "bulk mail" indicia. A live stamp add's that human touch (sort of like the handwriting element) and a red rubber stamp can add an extra layer of urgency. The indicia can actually make your customers feel much less important, if using a bulk indicia on your mai campaign, it is important to try your best to personalize the rest of the piece with things like Variable Data, Handwriting Elements, etc. So your customers feel you talking TO them, instead of talking in their general direction.
5. Practice The A/B's of Direct Marketing As an automotive dealer...the most important thing you can do in your Database/Conquest letter mailings is A/B Testing. I LOVE A/B testing and it is my standard operating procedure to do many studies of A/B testing before we release a new product. Test things like Colors, Fonts, Envelopes, Stamps, On-Envelope Graphics/Logos Etc...BEFORE you send out the big campaign. For instance if you plan on mailing out a big 20,000 piece letter campaign, my first step would be to segment 2,000 of those prospects and in a controlled setting send out the 2 most popular versions we cam up with. Tests can be structured to validate about any component of the campaign. After mailed, all that is left to do is track and measure your results to find out which TEST did better A...or B. This way you always put your best piece forward.
In conclusion... I would never advise doing "envelope" mailers for your dealerships direct mail more than a few times a year...but when you do utilize the envelope, make sure you are following these best practices to get it opened.
Earl Brown
President, Drive Promotions
http://drivepromos.com
4010
No Comments
EB
Drive Promotions
Jan 1, 2014
10 Reasons Direct Mail Sells Cars
10 Reasons Automotive Direct Mail Drives Traffic & Sells Cars
1.) Highly Targeted: Direct Mail can be tailored to a very specific audience. You have the ability to hit exactly the people you want to prospect, with a message that matches their wants and needs (Etc. Targeting a Buy-Back mail campaign to your previous customers, or an aqusition campaign to new market share).
2.) Personalized: On top of targeting your prospects with relevant information that matches their needs...direct mail can be customized with Variable Data and Variable Image Data to offer a personalized "from a human" touch that makes your customers more likely to respond and purchase
3.) Guaranteed Impressions: The USPS Estimates 98% Of People Check Their Mail on a daily basis, and almost 80% sort through it immediately. Your personalized targeted message is hand-delivered to you prospect and you are vitually guaranteed that they will see it and touch it unlike most traditional media which is extremely easy to skip over or opt' out of. The value of tangible advertising cannot be understated.
4.) Familiarity: The USPS is one of the oldest institutions in the Nation. Skepticism among average people is much more pronounced with formats such as email and other novel mediums. While many of your prospects are now receiving most of their "junk" offers and bills etc in their email inbox- the mailbox is far less cluttered than it used to be. Consumers in 2014 will be more excited to check their mailboxes for coupons and customized offers...than they will be to check their emails.
5.) Versatility: Print Media and Direct Mail are among the most versatile advertising campaigns you could employ. With everything from hand-written letters, to oversize postcards, brochures, magazines, roll-folds and much more..Direct Mail can take on any life you'd like it to.
6.) R.O.I. Measurement: No strange hard-to-understand algorithms...no complicated and contrived analytic s...no "well I FEEL like it did ok". Tracking your return on a direct mail campaign is as easy as comparing your dealerships sales reports with your direct mails target manifest.
7.) Direct Mail Enhances Your Other Mediums: Support brand development through new media by implementing related CTA'S and incentives around driving traffic or interaction to those media outlets. It can all be easily designed into your Direct Mail campaign. (as simple as offering a oil change discount (ex.) for new Twitter Followers, Facebook Page like etc.)
8.) Competitive Advantage: Your direct mail advertising message does not compete with other advertising. Your competitors are less apt to know your current marketing strategy because it's not as easy as turning on the television, buying a $1.50 Newspaper, or doing a google search to figure it out.
9.) Your Customers Prefer It: according to an Epsilon Study 7% Of People Prefer To Receive "Unsolicited" Information via direct mail than any other medium. DMA (Direct Marketing Association) found that Direct Mail is as much as 30 times more effective at attracting "new market share" customers than email. Consumers believe that more "valuable" discounts/offers come through the mail as opposed to email.
10.) Statistics: 48% of companies have increased their Direct Mail Budgets since 2007, According to Target Marketing Magazine the highest scoring form of marketing for B-2-C marketers was Direct Mail, LIVE response rate can reach as high as 9%. (compared to .12 percent) for email, Direct Mail accounts for 52.7% of the national marketing budget, Direct Mail Marketing produced over $2,000,000,000,000.00 is sales last year.
In 2014, I would recommend that you do not sell yourself or your dealership short. A well planned direct mail program is just what you may need to drive new market share and sell more cars!
Earl Brown Is President & Founder of Drive Promotions Las Vegas
Automotive Direct Mail & Staffed Events
Connect With Earl
Facebook: https://www.facebook.com/DowntownEarlBrown
Twitter: https://twitter.com/earlbrowncarguy
LinkedIn: http://www.linkedin.com/pub/earl-brown/53/a44/771
4754
1 Comment
EB
Drive Promotions
Jan 1, 2014
CORRECTION**** according to an Epsilon Study 70% Of People Prefer To Receive "Unsolicited" Information via direct mail than any other medium.
EB
Drive Promotions
Jan 1, 2014
10 Reasons Direct Mail Sells Cars
10 Reasons Automotive Direct Mail Drives Traffic & Sells Cars
1.) Highly Targeted: Direct Mail can be tailored to a very specific audience. You have the ability to hit exactly the people you want to prospect, with a message that matches their wants and needs (Etc. Targeting a Buy-Back mail campaign to your previous customers, or an aqusition campaign to new market share).
2.) Personalized: On top of targeting your prospects with relevant information that matches their needs...direct mail can be customized with Variable Data and Variable Image Data to offer a personalized "from a human" touch that makes your customers more likely to respond and purchase
3.) Guaranteed Impressions: The USPS Estimates 98% Of People Check Their Mail on a daily basis, and almost 80% sort through it immediately. Your personalized targeted message is hand-delivered to you prospect and you are vitually guaranteed that they will see it and touch it unlike most traditional media which is extremely easy to skip over or opt' out of. The value of tangible advertising cannot be understated.
4.) Familiarity: The USPS is one of the oldest institutions in the Nation. Skepticism among average people is much more pronounced with formats such as email and other novel mediums. While many of your prospects are now receiving most of their "junk" offers and bills etc in their email inbox- the mailbox is far less cluttered than it used to be. Consumers in 2014 will be more excited to check their mailboxes for coupons and customized offers...than they will be to check their emails.
5.) Versatility: Print Media and Direct Mail are among the most versatile advertising campaigns you could employ. With everything from hand-written letters, to oversize postcards, brochures, magazines, roll-folds and much more..Direct Mail can take on any life you'd like it to.
6.) R.O.I. Measurement: No strange hard-to-understand algorithms...no complicated and contrived analytic s...no "well I FEEL like it did ok". Tracking your return on a direct mail campaign is as easy as comparing your dealerships sales reports with your direct mails target manifest.
7.) Direct Mail Enhances Your Other Mediums: Support brand development through new media by implementing related CTA'S and incentives around driving traffic or interaction to those media outlets. It can all be easily designed into your Direct Mail campaign. (as simple as offering a oil change discount (ex.) for new Twitter Followers, Facebook Page like etc.)
8.) Competitive Advantage: Your direct mail advertising message does not compete with other advertising. Your competitors are less apt to know your current marketing strategy because it's not as easy as turning on the television, buying a $1.50 Newspaper, or doing a google search to figure it out.
9.) Your Customers Prefer It: according to an Epsilon Study 7% Of People Prefer To Receive "Unsolicited" Information via direct mail than any other medium. DMA (Direct Marketing Association) found that Direct Mail is as much as 30 times more effective at attracting "new market share" customers than email. Consumers believe that more "valuable" discounts/offers come through the mail as opposed to email.
10.) Statistics: 48% of companies have increased their Direct Mail Budgets since 2007, According to Target Marketing Magazine the highest scoring form of marketing for B-2-C marketers was Direct Mail, LIVE response rate can reach as high as 9%. (compared to .12 percent) for email, Direct Mail accounts for 52.7% of the national marketing budget, Direct Mail Marketing produced over $2,000,000,000,000.00 is sales last year.
In 2014, I would recommend that you do not sell yourself or your dealership short. A well planned direct mail program is just what you may need to drive new market share and sell more cars!
Earl Brown Is President & Founder of Drive Promotions Las Vegas
Automotive Direct Mail & Staffed Events
Connect With Earl
Facebook: https://www.facebook.com/DowntownEarlBrown
Twitter: https://twitter.com/earlbrowncarguy
LinkedIn: http://www.linkedin.com/pub/earl-brown/53/a44/771
4754
1 Comment
EB
Drive Promotions
Jan 1, 2014
CORRECTION**** according to an Epsilon Study 70% Of People Prefer To Receive "Unsolicited" Information via direct mail than any other medium.
EB
Drive Promotions
Dec 12, 2013
Top 10 Things To Know About Automotive Direct Mail - Before You Print
10 Things To Know About Creating A Successful Automotive Direct Mail Campaign
Direct Mail is a vital part of advertising for many businesses both large and small. In my opinion, no business has as much to gain from a well planned and properly managed Direct Mail campaign as a franchised Auto Dealer.
Below, we've compiled some of the top priorities we've learned to live by over the years. Every campaign is different as is every dealer, but if you stick to the basics, you have a great shot at a big ROI!
1.) The 40/40/20 Rule: The Unwritten Rule of Direct Mail (Well, I Guess It Is Written Now...). Many direct mail professionals agree that the success of your direct mail campaign depends at least 40% on your mailing segment list, 40% on your CTA offer, and 20% on your creative proof.
2.) Segment, Segment, Segment! your target mailing list! Use ad language and images (photos & graphics) that speak directly to your target prospects based on that segmentation. You wouldn't want to speak to a senior citizen the same way about shopping for a car as you would speak to a college aged person would you? Of course not. Psychology of "mirroring you client" certainly apply here! Also, keep in mind how your mail company is targeting your campaign, many vendors will use an unfiltered post-office list to save money on the campaign!
3.) 99% of Direct Mail includes some kind of an offer, whether it’s a free gift, a coupon, special sale or information. What is your CTA offer? How do you mobilize your prospect is the question. Important to make it as strong as you can.
4.) No Scatter-Brain Ad-Copy A single idea usually works best. Choose your overall message and convey it as clearly as possible.
5.) Headline is critical. Make it stand out. The 'Headline' on your mail piece is the BRAND of the campaign, it is the CONCEPT that you are selling. Speak directly to your audience and promise a benefit. You must give them a REASON to look into your mailing. (Particularly if your message is stuffed in an envelope).
6.) Short and Simple. Write, edit, edit and then edit again. Give them enough info to peak their interest but not enough that they don't want to ask questions and respond.
7.) Personalize it. Write to a human being. Outline how your offer will benefit them and why your the best for them individually. Include personalized flares like Variable Data, Personalized Micro-sites etc.
8.) Easy On The Eyes Use colors, designs, and graphic concepts that do not overwhelm the recipient or cause eye strain.
9.) Pay Attention To How YOU Read The Ad: A reader’s eyes will usually naturally go to the largest photo first, then the second, and so on. How will most people "skim" the ad (impressions matter, only 1-3% will respond live to your CTA but if you are using a self-mailer...nearly 100% will view your message (tailor it to your entire segment).
10.) Choices, Choices, Choices: Human beings are very busy and constantly moving, your campaign must have options to redeem offer/respond-- a toll-free number, e-mail, response card, personalized micro-site, mailing list request, etc. If your prospect does not have a host of options available, the chances of them making time drop significantly for a portion of the segment.
There you have it! A list of our top ten "Most Important" Factors To Remember When Your Dealership Plans It's Next Automotive Direct Mail Campaign.
9937
No Comments
EB
Drive Promotions
Dec 12, 2013
Top 10 Things To Know About Automotive Direct Mail - Before You Print
10 Things To Know About Creating A Successful Automotive Direct Mail Campaign
Direct Mail is a vital part of advertising for many businesses both large and small. In my opinion, no business has as much to gain from a well planned and properly managed Direct Mail campaign as a franchised Auto Dealer.
Below, we've compiled some of the top priorities we've learned to live by over the years. Every campaign is different as is every dealer, but if you stick to the basics, you have a great shot at a big ROI!
1.) The 40/40/20 Rule: The Unwritten Rule of Direct Mail (Well, I Guess It Is Written Now...). Many direct mail professionals agree that the success of your direct mail campaign depends at least 40% on your mailing segment list, 40% on your CTA offer, and 20% on your creative proof.
2.) Segment, Segment, Segment! your target mailing list! Use ad language and images (photos & graphics) that speak directly to your target prospects based on that segmentation. You wouldn't want to speak to a senior citizen the same way about shopping for a car as you would speak to a college aged person would you? Of course not. Psychology of "mirroring you client" certainly apply here! Also, keep in mind how your mail company is targeting your campaign, many vendors will use an unfiltered post-office list to save money on the campaign!
3.) 99% of Direct Mail includes some kind of an offer, whether it’s a free gift, a coupon, special sale or information. What is your CTA offer? How do you mobilize your prospect is the question. Important to make it as strong as you can.
4.) No Scatter-Brain Ad-Copy A single idea usually works best. Choose your overall message and convey it as clearly as possible.
5.) Headline is critical. Make it stand out. The 'Headline' on your mail piece is the BRAND of the campaign, it is the CONCEPT that you are selling. Speak directly to your audience and promise a benefit. You must give them a REASON to look into your mailing. (Particularly if your message is stuffed in an envelope).
6.) Short and Simple. Write, edit, edit and then edit again. Give them enough info to peak their interest but not enough that they don't want to ask questions and respond.
7.) Personalize it. Write to a human being. Outline how your offer will benefit them and why your the best for them individually. Include personalized flares like Variable Data, Personalized Micro-sites etc.
8.) Easy On The Eyes Use colors, designs, and graphic concepts that do not overwhelm the recipient or cause eye strain.
9.) Pay Attention To How YOU Read The Ad: A reader’s eyes will usually naturally go to the largest photo first, then the second, and so on. How will most people "skim" the ad (impressions matter, only 1-3% will respond live to your CTA but if you are using a self-mailer...nearly 100% will view your message (tailor it to your entire segment).
10.) Choices, Choices, Choices: Human beings are very busy and constantly moving, your campaign must have options to redeem offer/respond-- a toll-free number, e-mail, response card, personalized micro-site, mailing list request, etc. If your prospect does not have a host of options available, the chances of them making time drop significantly for a portion of the segment.
There you have it! A list of our top ten "Most Important" Factors To Remember When Your Dealership Plans It's Next Automotive Direct Mail Campaign.
-Earl Brown
President, Drive Promotions
Find Me On The Web
Email: earl@drivepromos.com
Facebook: http://www.facebook.com/HitTheRedline
Twitter: https://twitter.com/earlbrowncarguy
9937
No Comments
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