If one of your dealerships goals for 2012 was to enhance your marketing and advertising efforts, make sure you keep the following top 5 list of automotive direct mail tips in mind:
Tip #1: Proofread. We all make mistakes. So, make sure you do some due diligence to make certain that not only is everything spelled correctly but that it’s all in tip top shape grammatically. Sending out a direct mail piece with even the slightest mistake could turn many customers off, since they’ll just assume you’re unprofessional.
Tip #2: Say something. Filling a piece of direct mail with a lot of words, promises and fluff – even if it’s stunning to look at – doesn’t make it an effective use of the medium. Make sure you have some sort of a reason for sending the mailer – and that it’s evident to the recipient.
Tip #3: Have a call to action. Not only should you direct mailer be tantalizing, it should also include a specific call to action. Even if it’s as simple as “come to our dealership on this date to get a great deal on this particular car”, the mail has to have a message that compels the reader to act and tells them how.
Tip #4: Write for your audience. Do a little demographic research to learn what makes your customer tick and write your copy accordingly. If they like luxury, speak to that. If they are looking for a great deal, tell them how you can provide that service. Whatever you do, don’t write your piece to please everyone. It’s just not possible.
Tip #5: Integrate with all other advertising. This involves everything from driving traffic to your website, blog, Twitter and Facebook accounts to having a uniform message throughout your broadcast, mail and other marketing efforts. So, make sure your customer has multiple ways to learn more about you and interact with you and make sure that wherever it is they go to feel you out, they’re getting the same message.