Automotive Dealership Direct Mail Marketing

Dealership Direct Mail Marketing drives higher ROI and stronger customer retention.

Lead generation is always a top priority among dealerships. With new trends in marketing arriving every day, dealerships are focused on the newest in AI and digital. However, it is important to remember that direct mail is still the strongest return on marketing and is a time-tested, classic method.

Direct Mail Marketing

Direct mail marketing is the practice of sending physical mail containing promotional materials to current and potential customers. This is separate from standard mail such as bills. Direct mail is a specific marketing tactic that aims to sell customers a new service or product from your dealership.

For an automotive dealership, direct mail marketing can provide huge gains. Dealerships can market anything from sales and service specials to new F&I programs and products using direct mail. It is also a good way to combat digital fatigue and build trust with your customer base. According to one study, 39% of consumers are unlikely to trust a brand that only engages with them digitally.

Automotive dealership direct mail marketing is a versatile category with many different options. Postcards, letters, and brochures are all effective methods for reaching current and new customers.

What Can You Market Using Direct Mail?

• Promotional Events

• New Vehicle Sales Specials

• Used Vehicle Sales Specials

• Service and Parts Offers

• Premium Maintenance Packages

• Military or College Based Programs

• EV Education and Offers

• Vehicle Service Contracts

• GAP Programs

• Prepaid Maintenance

• Road Hazard Plans

• Financing Specials

Direct Mail Marketing for Dealerships Today

Direct mail for dealerships today is going strong, and there are three things that marketers agree make a significant difference in whether a campaign is successful.

1. Respect Customer Communication Preferences

   The first step to a successful marketing campaign is to clean up your database. Remove customers who do not want to be marketed from communications. It is important to respect their preferences and avoid spending marketing dollars on them when they have already indicated disinterest.

2. Personalize Your Messaging

   Using customer data to segment your audience and personalize your materials and offers is a necessity. It lets you send them relevant information based on past behavior or purchases. Plus, 68% of consumers are more likely to engage with personalized marketing.

3. Make Your Marketing Omnichannel

   Integrating your dealership’s marketing efforts across different mediums is essential. Including QR codes and trackable URLS on direct mail pieces will enhance convenience and monitor customer behavior. Not only does it make things easy for customers, but it also makes your marketing results easier to track.

   
   

Starting Direct Mail Marketing at Your Dealership

Starting direct mail marketing at your dealership is a powerful way to connect with potential and existing customers in a personalized, tangible format. With the right mailing list, message, and call-to-action, direct mail can drive showroom traffic, boost service appointments, and generate long-term loyalty.

Here are five tips on how to make direct mail marketing at your dealership successful.

• Know Your Audience: Carefully choose and target your audience for campaigns, using dealership data to identify preferences, wants, and needs

• Design and Quality: Use high-quality assets, printing, and printing materials to create memorable marketing pieces for customers

• Personalize: Add customers' names in your copy and use customer data to send personalized, relevant offers

• A/B Test: Test different pieces of direct mail marketing against each other to see which presents the best results

• Analyze: After any marketing campaign, it is important to analyze your data, results, and how effective the campaign was to determine changes for next time

Automotive dealership direct mail marketing is incredibly effective. Milestone Marketing Solutions is here to assist you with your direct mail marketing needs. We would love to speak with you to learn more about how we may be able to assist in creating direct mail marketing campaigns that produce superior results. Contact us and we will respond as soon as possible.