It’s a well-known fact amongst marketers that some prospective customers are tough nuts to crack. It could take as many as 7-10 persuasive interactions – from automotive direct mailers to radio and television ads, newspaper ads and social media outreach – before they’ll seriously consider giving you their business.
So, if you’re thinking that one truly amazing mailer will do the trick with the majority of your prospects, you are wrong.
That’s not to say that a single great auto direct mail piece won’t persuade a lot of folks to give you their business. It’s also important to note that if your amazing mailer is part of an overall cross-channel marketing blitz, that mailer could be one of the magic 7-10 interactions they’ll receive from you over the course of a few weeks and month.
Still, adding automotive direct mail into your marketing mix should be looked at as a long-running investment. Repetition is actually quite important in this business and we typically urge clients to send out repeat mailers to strong prospects at least once every two months.
And remember, just because you’re repeatedly sending auto direct mail to intended customers, that doesn’t mean you have to send the same design and message over and over again as well. Sure, there are things like sales slogans and company mantras that should be stated prominently in every mailer – but beyond that, try to differentiate one mailer from the next. You can change up the colors, size and type of mailer. You can certainly offer seasonal or time-sensitive promotions. You can also choose to highlight different aspects of your business, be it your leasing promotions one month, your service department the next and your used inventory the month after that.
Not only is it important to differentiate yourself from your competition – you need to keep your own messages fresh, especially if you’re sending repeat mailers. Sending the same piece of mail over and over again will only relegate your piece to the recycling bin and might even have the potential to annoy the prospect. This is where the need for 7-10 interactions can bite you – because it only takes one bad interaction to put you right back at square one.