Getting your automotive direct mailer to your intended target it one thing. However, it takes a bit more finesse to ensure that mailer actually gets opened, as opposed to landing in the recycling bin.
When you’re designing your automotive direct mail, keep the following three tips in mind, so no matter what you come up with, they’re that much more likely to be opened!
1. Use a provocative headline – Don’t misunderstand. We’re not suggesting that you write a headline that’s inappropriate or potentially offensive – and you never want to write headlines that are potentially misleading, either. That said, if you’re willing to offer “unheard of prices on trades!” or if you’ve pulled in the “hottest looking inventory of new convertibles you’ve seen in years!” – say so! Flatly announcing what you have or what you can offer in boring terms isn’t going to get new and repeat business flocking to your lot.
2. Hint of a treasure or a surprise inside the mailer – This is a powerful and self-explanatory tactic. If you want to offer special offers, hint that the details are inside. If you are giving the recipient coupons for service, make sure the outside of the direct mail says so. “Savings inside” is often just enough to get folks to at least open the package.
3. Incorporate a match to win combination – Similar to the ploy above, you can print a special promotional code or a scratch off on the outside of your automotive direct mail that corresponds to a list of winning numbers on the inside of the mailer. The recipient can’t help but open the piece to see if they’ve won.