Automotive Direct Mail Marketing - A Proven Approach to Marketing
by Brandon Cornett

Automotive direct mail is one of the most commonly read types of direct mail. In fact, an article by DM News cites a survey showing that 73% of car buyers respond to direct mail.

Why do so many auto dealers and manufactures use direct mail marketing?

1. Direct Mail is Cost-Effective
Automotive direct mail campaigns can be shaped around any marketing budget. Direct mail can be as simple as a 4" x 6" postcard, or as complex as multi-part letter kit. The smart automotive marketer can use the more affordable pieces for lead generation, while reserving the more expensive pieces for current or past customers.

Automotive direct mail is also cost-effective due to volume factors. Most direct mail companies offer price breaks with increased volume. Under such a system, the more you mail the more you save. Automotive direct mail volumes can be easily scaled up or down to coincide with budget cycles or limitations.

Then theres the ROI factor:

When used effectively, direct mail marketing can yield a favorable ROI. It has for decades, and it will for many more years. Sure, direct mail strategies have changed with advances in technology, the Internet, etc. But the fact remains that automotive direct mail produces results. Why else would the vast majority of auto manufacturers use direct mail?

2. Direct Mail is Flexible
Automotive direct mail can support any marketing goal. Whether its a lead generation program for potential customers, or a service reminder to existing customers, automotive direct mail can produce results. Here are some of the most common uses for automotive direct mail marketing:

• New model announcements
• Lead generation campaigns
• Customer rewards / loyalty programs
• Inventory updates
• Service reminders

These are some of the most common uses for automotive direct mail, but they are by far not the only ways to use the medium. Forward-thinking automotive companies are finding new ways to use direct mail every day. Direct mail is a dynamic, versatile marketing tool.

3. Direct Mail is Measurable
Direct mail is one of the most measurable of all marketing channels. Once you have a response-tracking mechanism in place (like special 800 numbers, web page tracking, or business-reply cards), the rest is simple math. With television or radio advertising, you have no way of knowing how many people saw your ad, even if you can count responses.

Conclusion
Automotive direct mail can be an effective marketing tool, but it requires a good deal of research and planning. We hope this resource has increased your knowledge of automotive direct mail, and we wish you well in your direct mail marketing endeavors.

Copyright 2007, Brandon Cornett.

Brandon Cornett is the publisher of PostcardSmart.com, an online library of direct mail and postcard marketing advice. You can learn more about automotive direct mail and many more topics by visiting http://www.postcardsmart.com

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