National Auto Dealership Mailing Lists | Automotive Direct Mail Agency
Every car dealership understands that mailing lists play an integral role in any successful direct mail marketing campaign. In fact, using the right list can effectively make or break your campaign. Direct mail experts report that the single most important element in determining the success of a mailing is the list that is utilized. It’s called “The 40-40-20 Rule”: 40 percent of marketing success comes from the mailing list, 40 percent from the strength of your offer, and 20 percent comes from your creative design. So, with so much at stake, how do you decide which type of mailing list is right for your dealership? Here’s a look at the different types of mailing lists out there and how they work.
In-House Lists
In-house lists are lists that your dealership owns. Because these lists are composed of your own customers and personal contacts, you obviously don’t need permission to use them from anyone other than the recipients themselves. In-house lists can be segmented into categories such as current customers, past customers, and lapsed customers. The costs to maintain in-house lists are minimal.
Rental Lists
As you might guess, rental lists have fees associated with their use. Usually, you’ll pay per thousand names or addresses. There is an upside though: recipients who respond to your mailings become part of your in-house list and you are no longer required to pay before using them. There are also categories within rental lists:
- Geographical – lists based on only certain areas or zip codes
- Saturation – lists that cover every address in a designated area
- Interest – lists that appeal to charities or other special interests
- Selective – lists that can be selected according to the type of consumer or business that is being advertised to
If you want to be reaching each and every potential customer, you need to be utilizing the right mailing list. Let Premium Productions get your dealership’s direct mail advertising campaign off the ground! For more information about our extensive direct mail services, give us a call or visit Premium Productions today!