The Direct Mail Advantage: Auto dealers have leverage when they use direct mail marketing in the digital age. While auto dealers and other retailers bail out of the direct mail game and put all of their marketing dollars into digital promotions, the time-tested direct mailer has power a digital advertisement can never best – it lands right into the hands of the customer and makes a physical connection.
Direct Marketing News recently published results of a consumer research study done by Epsilon Targeting. The 2,226 participants of the survey provided some unexpected food for thought about direct mail and digital marketing efforts in the U.S.The survey found:
Auto dealers can, at the very least, reinforce their brand through a mailer or, at the most, leverage those 80% of households by targeting a vetted list of potential customers.
Everything Old is New Again
The special benefit that comes from direct mail as compared to mass email, for example, is in its very tangibility.
Most of us, willing consumers or not, are virtually getting buried with online sales pitches, coupons, surveys, entry forms, pop-up ads, paid social media marketing, discount codes, newsletters and the like.
So, what does that have to do with direct mail marketing? For the first time in decades, we feel like there’s something particularly engaging about pulling a real piece of mail out of a real mailbox.
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