Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
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 firstname.lastname@example.org and visit www.autoalert.com