Direct Mail

Do you ever hear that thing that people say in the media world, “Direct Mail is dead and doesn’t get a good response.” It’s usually followed up by the same individual saying Direct Mail typically gets response rates of around 1-2%. This is NOT true, it is a myth and all you have to do is look at the average response rates from major marketing organizations. I will illustrate them for you, the fact is Direct Mail is far from dead and still thriving for both large corporations, small companies, and individuals offering their services (e.g. real estate, home improvement, retail, dentists, etc.). The fact is if it works wrll for them it will probably work well for you. Let’s dig into the stats and reasons your organization should be using direct mail for your marketing plan:

It Gets Opened

According to Small Business Trends, 80-90 percent of direct mail gets opened, and only 20-30 percent of email gets opened on a good day. It’s Cost Effective.

Among today’s marketing practices, it’s one of the most cost effective

Creating and executing a direct mail campaign for your next sale event is economically friendly and proven to drive results.

It’s Familiar

Customers have been receiving and opening mail for years. It is a familiar method of communication between potential buyers and car dealers. 59% of U.S. respondents agreed with the following statement, “I enjoy getting postal mail from brands about new products” (Small Business Trends). While some buyers may be hesitant to interact with digital marketing methods, direct mail remains familiar and trustworthy among customers.

It’s Tangible

Unlike digital ads, direct mail is tangible. Your message arrives in a recipient’s mailbox, where the buyer must then see it, touch it, and decide what to do with it. The physicality of direct mail leads to at least 42 percent of recipients reading or scanning over their mail (Small Business Trends). While email, SEM and display ads are competing with other content for your buyers’ attention.

It Can Be Personalized

Print personalization can increase response rates by 135% (Compu-Mail). By simply adding a potential buyer’s name to your next direct mail campaign, it can significantly increase response rates. Buyers want to feel like dealerships are reaching out to them on a 1:1 basis. By personalizing your direct mail campaigns, you can build a strong relationship with your consumer base.

It’s Targeted

Direct mail can easily be targeted to long-term customers or new potential buyers who may just be entering the market for a new car. With your marketing agency’s data capabilities, you can ensure that your next direct mail campaign reaches the right customers with the right message and offer. This is accomplished by analyzing and cleaning your data, building customer profiles and modeling the data for the best results.

It Compliments Digital

Direct and digital marketing work well together. By taking a multi-channel approach, you can yield a 28% higher conversion rate (Compu-Mail). Incorporating a landing page on the mail piece or an email blast to remind customers about your event can increase response rates.