Automotive Direct Mail Marketing Tip – How to Make Your Online Campaign Successfully

A helpful automotive direct mail marketing tip can make your campaign successful. This is the most commonly read direct mail today. According to an article in DM News, a survey showed that as many as 73% of the car buyers today respond to the direct mail. This is one of the main reasons why most auto manufacturers and dealers today use this marketing method.

Advantages of Using Direct Mail There are several different advantages of using this type of marketing for the automotive business. Automotive campaigns that use this avenue can be tailored so that they can fit in with any kind of budget. Direct mail can be very simple postcard or it can be a complex brochure kit, according to the budget that you have. Automotive direct mail marketing tip that is very effective is to use it in such a way that it would support your business and it would also provide you a cost effective method to bring in more clients. Most companies that deal in direct mail offer price breaks with an increase in volume. If you mail more, you would be able to save more per piece. The volumes of automotive direct mail can be scaled up and down very easily to coincide with the budget limitations.

Some Helpful Tips Like any other type of marketing, direct mail can also be successful if used the right way or it can fail if not used the correct way. If you research, plan and execute it well, it is possible to enjoy its many benefits. The first helpful tip is that you should be very careful while deciding between letters and postcards. For every business, the answer would be different but you can always base the decisions on relevant statistics and on the best practices. With this type of marketing, the list of customers is much more than just a way to reach audience. The list is actually your audience and your success will depend largely on the accuracy and the relevance of the mailing list. It is very important to find and select the best mailing list for marketing.

Other than selecting a good mailing list, it is also very important to decide on the contents of the mail kit. Whether you want it to be just a letter, coupon, inserts or brochures or if you want a combination of them has to be decided. Knowing how much will be enough and how much will be too much is very important. The message that you deliver is also very important and the right copywriting can make your campaign successful. If you use the above mentioned automotive direct mail marketing tip, then it will not be difficult to be successful.

Direct Mail – A Brief Introduction

Direct Mail marketing can be defined as “marketing through a channel that reaches the consumer directly”. The channel is usually through a mailer. Direct mail marketing is also known as “Direct Response Marketing” but there are those who refer to this as “Junk Mail”. That is mainly because all of us receive so many direct mails these days that we hardly open any and as a result most of them end up as junk. And so the receiver does not end up taking the desired action that the business wants it to take. In fact these days people are receiving so many direct mails that some companies are offering them an option to opt out of receiving the mailers.

But that was not the case before. When direct mail started it was quite effective (in many countries where consumers do not receive so many mailers it still is), and so the business could stand to gain from it. But now in places such as the US, direct mails have mostly lost their effectiveness.

Channels of Direct Mail

Some popular channels of direct mail include advertising circulars, pre-approved credit cards, product catalogs, discount coupons, invitations, and many other unsolicited commercial merchandise that the consumer may not be interested in at all, or at best is indifferent about. Often companies do not send such direct mails to one and all but select groups of customers based on a geographical area, income group or social belonging. But even then the target group is rather large because the response rate is quite low.

What Made Direct Mail So Popular Once

Notwithstanding its problems, direct mail had many advantages and that is why it became so popular. To begin with, it is a ‘one to one communication’ and so the business can reach the customer directly. There are no noises in the system, meaning that the business can inform the customer whatever it wants him to know. Direct mail is also cheaper to deliver ad so for the same expense as television ads for example, the business can reach a far bigger number of customers.

Consumers while reading a newspaper tend to avoid looking at the advertisement insertions and when they see television, they tend to go for a drink when the commercials are running. When it comes to billboards most people tend to take just a fleeting glance as they are on the move while driving. But that is not the case with direct mail because it is sort of ‘up on the face’ and thus the concentration levels of the consumers are much higher. The lack of any distraction means that the receiver ca takes a decision after considering the validity of the offer and how attractive it is to him. Because of this, it has been seen that the response rate of direct mail is often higher.

But the challenge as mentioned above is to stand out from all the different mailers a person get and make him open it and read.

Don’t Even Think About Starting a Direct Mail Business Without a Solid Sales Letter

If you are looking into starting a business using direct mail, before you do anything else, make sure you have a well-written, compelling sales letter. Too many business owners spend all of their time creating the magic product and the sales letter becomes an afterthought. Read on to find out what makes a compelling sales letter.

When you are selling with direct marketing it really is the sizzle and not the steak that sells your product. Of course your product needs to deliver what’s promised, but if you don’t tell people about it in a compelling way, they will just be turned off and never make a purchase. You have to pull people in to your letter so that they fell like they have to have what you are selling.

A compelling sales letter will do one or more of the following:

1. It tells a story about an AVERAGE person that started from nothing and overcame a huge obstacle using only the product. This act of story telling is what will make people remember what you are selling. Traditional songs and funny advertising can’t hold a candle towards rags-to-riches storytelling.

2. It causes the reader to create some kind of action. You need to get online, click a button, fill out a form , send in money, call an 800 number, ask for a free brochure, put a label on a letter etc. Without the step of taking action in your letter means that your letter has failed. You need to ask the customer to do something for you or else they won’t move a muscle and they won’t buy your product.

3. It sells and speaks directly to one customer at a time. You will use the word “you” a lot. You will sell to the customer as if they are sitting across from you at dinner. If the customer can feel that the letter is sincere, they will be much more inclined to read it, even though they know it’s a sales letter.

4. Don’t use hype, but make the letter compelling to read. Even if your product can do something amazing, if you sound like a carnival barker, you won’t get the buy-in from your customers. You need to create a fascination for the customer and to make them want to keep reading, but as soon as you start to write things that don’t seem believable they will drop you like a bad habit.

If you can keep those 4 things in mind when you are writing your next sales letter, you will be much farther ahead than 95% of the rest of the direct marketers out there. Keep your customer in mind, get them off the couch and get them over to your order page.