Direct Mail Elements | NY Automotive Marketing Agency
Direct mail pieces have a response rate as high as 75 percent. However, if not done well, any automotive direct mail piece will end in the trash with the rest of the unread mail. Premium Productions shares ten tips to help you achieve the results your automotive dealership is looking for.
1. Proper Headline
There should be one central message on the outside of the envelope or the front side of the mailer. Avoid cluttering the headline with other text. Make your headline bold, precise and attractive. Have the headline take at least 15 percent of the front of the mailer.
2. Impressive Graphics
Provide a graphic that helps to make a point.The graphic should be easy to understand and help relate to the headline message. For example, if you want people to buy a car, you can show a car with a promotional sign prominently visible, such as “$500 Cash Back”. The picture of a simple car will not suffice.
3. Right Colors
Use a color that stands out from the background color and makes the headline and other text pop. A look at the card should have you notice your headline before anything. You may want to adjust the colors to make that happen.
4. Subheadings
A subhead should give way to your paragraph. If you have very long text with no lead in, then it will be difficult to get people to read the copy. If you have only around 150 words, you can get away with it. However, more paragraphs need some guideposts.
5. Benefits Not Features
One of the significant advertising errors people make is to mention features rather than benefits. For example, never assume the recipients to know the advantages of a lower interest rate instead tell them how their monthly payments will go down.
6. Perfect Offer
Providing an offer is always a great idea and should represent a particular reason for the buyer to make a call right away. Some examples to make offers are “Limited supply” or “Interest rates are climbing.” Customers care most about what you can do for them.
7. Company Name and Logo
Company name and logo help with branding. They are an integral part of any mail piece. Although they need to be on the mailer, they should not overshadow the offer.
8. Call to Action
A copy is not complete without a call to action. You need to tell the prospects what you want them to do. “Call today for more information” is one of the most common desired action.
9. Contact Details
Provide your name, email, phone number, and web address directly following the call to action. It will enable them to reach you immediately.
10. Return Address
People feel at home knowing the company they deal with has an actual location. A return address ensures you will get returned mail from the post office.
For any queries, reach out to Premium Productions today. We specialize in automotive direct mail marketing and would love to assist you in reaching the right prospect, with the right mailer, at the right time, every time!