How can you squeeze the most value out of your automotive direct mail marketing list? With information, that’s how. Most marketers know by now that the more information you have on target customers, the more effectively you’ll be able to tailor specific automotive direct mailers to them – and pique their interest.
But, how do you get all of this valuable information? Do you ask them to participate in a survey with a reward of some kind attached? You can. But, there are more ways to enhance your direct mailing list that don’t involve “bothering” prospective customers at all.
Ever hear of “list profiling”? Simply put, it’s a way marketers use to model their ideal customers and optimize campaigns by marketing to a group with similar characteristics and values. Well, that’s not exactly putting it simply. To put it another way, it’s creating a list of customers that meet certain parameters.
Data analysis and list segmentation are other industry buzzwords – but they’re really just getting down to the nitty gritty of consumer behaviors. List segmentation is just dividing up your prospect list into certain types of buyers (new buyers, lease buyers, service buyers, etc.). Data analysis is just a fancy way of saying you’re looking at past campaigns, reach, marketing expenditures, channels and the like and seeing what worked and what didn’t – and hopefully getting to the ‘why’.
So, if you’re working to get more out of your direct mailing lists, and thusly your campaigns, all of these processes are important. And, if you have a trustworthy professional automotive direct mail vendor behind you, they’ll be doing this work FOR you. From these efforts, you should expect:
To have a more complete profile of your best and most profitable consumers.
To be able to create more targeted sales messages to the ideal customers at the ideal times.
To enjoy greater market penetration to the prospects you desire most.
To have higher response rates to your automotive direct mail campaigns.
To have the ability to create loyalty programs to increase the value of your customer relationships.
To have more predictable and profitable marketing results from campaign to campaign.
To enjoy a much higher ROI on each campaign.
Remember, good customers are hard to find – and that’s why you need to make the most of the data available to you to create marketing lists that profile people who are most like your current best customers. Isn’t it time you enhanced your automotive direct mail list?