Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Direct mail response rates depend on a combination of strategic targeting, credibility of message, impactful offers, timeliness of delivery and personalization. 

Yet even the best targeting capabilities and the best-of-breed direct mail strategies cannot deliver the results and return on investment that highly personalized, micro-targeted, direct mail marketing can achieve. 

What advertising or marketing generates a solid 1% SOLD rate? 

This is highly targeted, owner-specific direct mail. Based on deep database analysis, it is the kind of intelligent direct mail that lets a dealer extend unique offers to existing customers. These offers designed to sell cars appeals to their equity positions, makes and models, mileages and other individual ownership factors. Because these offers appeal to ownership realities that often have become ownership issues, they have great power to elicit remarkable response and sold rates! 

Our studies show that a well-executed direct mail marketing campaign using this strategy will routinely result in 10 units SOLD for just 1,000 pieces of mail sent – a whopping 1% SOLD rate! 

“This new micro-targeted, customer-centric approach to direct marketing, is now the key to helping us consistently increase our sales numbers month in and month out, accounting for about 75% of our leads,” said Mark Keeler, Customer Retention Manager for Capital Ford of Raleigh. The North Carolina dealership sells about 600 new and used vehicles a month. “With a year-to-date Cost of Sale at $92 and a closing ratio of 1.3%, I cannot think of a better performing medium!” he added. 

Certainly, for any direct mail campaign measuring success or lack thereof should be a standard requirement. Without the ability to provide campaign measurement tools, how will you or your agency determine whether the campaign was successful?  Select only those direct mail vendors or agencies that track response and measure “sold” and ROI. 

Micro-targeted direct mail like this eliminates wasteful spending, yet increases response rates, resulting in a substantial reduction in a dealer’s marketing and advertising expense, while delivering the highest ROI possible today. 

About the author: Jeff Cotton is Vice President and Co-Founder of AutoAlert, Inc., a leading customer database analysis and sales strategies company. He is a former sales professional with Fletcher Jones Motor Cars. Contact him at jeff@autoalert.com and visit www.autoalert.com

 

Views: 73

Tags: autoalert, direct, intelligentmail, mail, marketing

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Alexander Lau on May 20, 2014 at 1:52pm

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

ADM Events

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

Top Automotive Marketing Forum Discussions

1. Sorry, your CRM technology is outdated!

Posted by Matt Watson on June 21, 2009

2. Main SEO Trends 2019

Posted by Kevin Lewis on January 24, 2019

Share the Best Content w/AutoMarketing Community

© 2019   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service