Automotive Direct Mail Marketing

1. Direct Mail is Flexible
Automotive direct mail can support just about any marketing objective. Whether it's a service reminder to existing customers, or a lead generation program for potential customers, automotive direct mail can deliver results. Here are some of the most common uses for automotive direct mail marketing:

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

2. Direct Mail is Cost-Effective
Automotive direct mail campaigns can be tailored to any marketing budget. This is due to several factors. For one thing, direct mail can be as simple as a 4" x 6" postcard, or as complex as multi-part brochure kit. So the savvy automotive marketer can use the more affordable pieces for demand generation, while reserving the high-end 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 — the more you mail, the more you save per piece. Automotive direct mail volumes can be easily scaled up or down to coincide with budget cycles or limitations.

Then there's the ROI factor. When used effectively, direct mail yields favorable ROIs. It has for decades, and it will for many more years. Sure, the strategies have changed with advances in technology, Internet, etc. But the fact remains that automotive direct mail produces results. Why else would 95% of auto manufacturers use direct mail?

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.