Automotive Direct Mail Advertising | New Jersey Car Dealer Marketing Agency
Direct mail used to involve a big mailing list and repeated mailings to create a low level of response. There was a small return on investment (ROI) but it was felt that the high volume was needed to create the ROI they obtained. Premium Productions thinks there is a better way, and here are four ways for mailings to create a higher ROI using a focused approach.
- Select the mailing list carefully. Not every customer may be suitable for all ad campaigns, based on the make and model vehicle they purchased previously, or the parts they have purchased from you. Be more selective and your customers will thank you for being more selective about the mailings you send them.
- Customize content for the audience. Now that you have selected customers for mailings, you don’t want to send boilerplate messages which aren’t relevant to the audience. Each mailing must be treated as an opportunity to send information to customers they may not obtain in other ways. Target the messages as well as the mailing list and you will have a much higher ROI on a continuing basis.
- Be clear about your message. When you mail an offer to a customer, you need to give them clear directions for what to do if they are interested in responding. You don’t want to spend the money on mailings only to direct the customer to your website home page. Create a page specific to the offer with clear directions on how to followup on your offer, or use a dedicated phone number that will capture the caller’s information for followup.
- Use metrics to keep track of your mailings and your ad campaigns. You won’t be able to determine the success of any mailing program without metrics to track responses and sales. Make sure you have the ability to keep good records, or you are wasting your money by not knowing precisely what works and what doesn’t.
Successful direct mailings can bring your business a good return on investment, but you need professionals to design and run them for the highest return. Premium Productions has the expertise you help you run your automotive market direct mail and other advertising programs, so contact us today for a consultation.