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Direct Mail has Amazing Results if Done Right

Many dealerships have simply been burnt by companies that do a half-ass job at several marketing initiatives. Bad data, boring creative, and mistimed mail drops all make for a terrible result. It is understandable why so many have opted to employ only digital forms of advertising. With that said, it is critical not to “throw the baby out with the bathwater”.

Many dealerships have simply been burnt by companies that do a half-ass job at several marketing initiatives.  Bad data, boring creative, and mistimed mail drops all make for a terrible result.  It is understandable why so many have opted to employ only digital forms of advertising.  With that said, it is critical not to “throw the baby out with the bathwater”. 

ProfitMotors™ has also found great success with direct mail marketing.  However unlike many companies we utilize a fundamental long term, cumulative, philosophy in delivering this very direct and personal marketing medium.  First, you need great data from the Credit Bureaus, which means that you have to be properly vetted by the bureaus.  Secondly, you need a call-to-action that makes sense to the particular market segment, demographic, and psychographic profile.  And lastly, you need to deliver the mail at the most likely moments a customer will take action on the offers within a mail piece.

Digital marking and social media are where the mass majority of people find themselves when looking for a  new or pre-owned vehicle, however we have found that about 22% of the customers respond to personal high quality mail. Some say its “like getting a gift in the mail”.   Perhaps all of the digital noise becomes numbing to 1 out of 5 people, therefore getting a unique quality piece of mail is particularly appealing.  

We have invested months in an ever evolving research to what works and what fails with direct mail.  It is critical that all of our dealership partners (clients) understand not to throw away 22% of potential customers because of past bad experiences.