List Segmentation | Automotive Direct Mail Advertising
It has been known to businesses that direct mail marketing is a highly profitable marketing channel. If carried out well, it gives great returns and high response rates. But the plight of the automotive dealers when planning marketing campaigns is the very long, average buying cycle of a new vehicle. Cars being expensive are not bought that frequently. So most of the direct mails end up in trash. To be successful in a direct mail campaign, you need to intelligently segment your audience. Premium Productions is a full-service car dealer advertising agency. Our creatively explosive ways will fetch you returns. Read on to know a few ways to boost your sales through direct mails, using segmentation.
Using data
Instead of mass mailing to everyone, find the right set. Using consumer records of hundreds of vehicle owners, you can target specific types of consumers for your business. Dealerships today are leveraging data improvements and analytics for marketing effectiveness.
The least you can do
If it is your company’s very first mail piece, then you may send out a blanket message to all your potential customers. If you have some understanding of the prospects on your mail list, use it for segmenting your buyers.
New and old
You should know which of your customers are new, who have made a purchase before, and which are loyal to your brand. Do not forget about the shoppers who are close to making a purchase, the ones that have shown interest.
Use that information to personalize and incentivize. Your old, loyal customers should not feel let down by your direct mail piece, promoting a deal meant for your brand new customers.
What interests them
Focus on the things that your repeated buyers love. Those consumers who’ve made purchases from your company usually leave trail marks behind. They tell you all you need to know about their interests.
Avoid overdoing
There will be times when various segmentations of your contact list have the same recipients. It could lead to multiple mails to the same people, and in all probability, your mail pieces will be ignored.
If your mail segments are small bunches, you’re not likely to see significant returns. You may need to cast a wider net to ensure a big catch. You will need a broad-reaching marketing piece occasionally. Newsletters will serve this purpose well. You can also create a general offer, available to all.
Premium Productions specializes in automotive direct mail marketing. We’d love to speak with you about your needs so you can reach the right prospect with the right mailer at the right time, every time.