Mon, 2018-02-26 15:56 / By Alex

7 Benefits of Direct Mail

The digital space is more crowded than ever before, and reaching your prospective buyers amongst the clutter is becoming increasingly difficult. You might be surprised to know that the data shows direct mail is still one of the most effective ways to drive conversion.  Here are our top reasons why direct mail should be your go-to method for outbound marketing:

Seven Benefits of Direct Mail

  1. It Gets Opened
    According to Small Business Trends, 80-90 percent of direct mail gets opened, and only 20-30 percent of email gets opened on a good day. Consumers are more likely to open a physical letter than open all of their emails, which means your message is being seen and processed vs. simply deleted.
  2. It’s Cost Effective
    Among today’s marketing practices, it’s one of the most cost effective. Creating and executing a direct mail campaign for your next sale event is economically friendly and proven to drive results. At Ross Media, we average about $290 cost per car sold with our Appointment Driven Event packages, and with an average ROI of over 400 percent based on gross profit, our direct mail campaigns are proven to be cost effective for your dealership’s marketing budget.
  3. It’s Familiar
    Customers have been receiving and opening mail for years. It is a familiar method of communication between potential buyers and car dealers. 59% of U.S. respondents agreed with the following statement, “I enjoy getting postal mail from brands about new products” (Small Business Trends). While some buyers may be hesitant to interact with digital marketing methods, direct mail remains familiar and trustworthy among customers.
  4. It’s Tangible
    Unlike digital ads, direct mail is tangible. Your message arrives in a recipient’s mailbox, where the buyer must then see it, touch it, and decide what to do with it. The physicality of direct mail leads to at least 42 percent of recipients reading or scanning over their mail (Small Business Trends). While email, SEM and display ads are competing with other content for your buyers’ attention.
  5. It Can Be Personalized
    Print personalization can increase response rates by 135% (Compu-Mail). By simply adding a potential buyer’s name to your next direct mail campaign, it can significantly increase response rates. Buyers want to feel like dealerships are reaching out to them on a 1:1 basis. By personalizing your direct mail campaigns, you can build a strong relationship with your consumer base.
  6. It’s Targeted
    Direct mail can easily be targeted to long-term customers or new potential buyers who may just be entering the market for a new car. With your marketing agency’s data capabilities, you can ensure that your next direct mail campaign reaches the right customers with the right message and offer.  This is accomplished by analyzing and cleaning your data, building customer profiles and modeling the data for the best results.
  7. It Compliments Digital
    Direct and digital marketing work well together. By taking a multi-channel approach, you can yield a 28% higher conversion rate (Compu-Mail). Incorporating a landing page on the mail piece or an email blast to remind customers about your event can increase response rates.

Direct mail has proven to be a driving force behind marketing efforts. For more information on your next direct mail campaign, our data capabilities, or our appointment driven event packages contact Alex Woodward today.