Don't Ignore the Content
According to the U.S. Postal Service, 153.9 billion direct mail pieces were processed and delivered in 2017. Direct mail continues to be a driving force for many dealerships’ marketing strategies. While the quantity of direct mail pieces continues to grow, all of that is irrelevant if the mail piece does not contain impactful content. Quality messaging is what engages, converts and retains customers. That’s why we have put together a simple guide on how to ensure your next direct mail campaign captures the attention of potential buyers.
The Data and Marketing Association found that humans have an attention span of about 8 seconds. Consumers are flooded with advertisements across several mediums per day. That’s why an attention-grabbing headline is a must. For example, “Your Exclusive Offer” in bold lettering across your next direct mail campaign envelope to grab the attention of buyers who are looking for a great deal would be effective.
Keep It Conversational
With your marketing company having access to quality data, there’s no excuse not to personalize each letter you send out. According to Compu-Mail, adding a person’s name in a direct mail piece can increase response by 135%. People are more likely to read a piece that is addressed directly to them. In terms of writing style, address the customer like you would if you were speaking face to face. People will feel like you are speaking directly to them and it will create a genuine appeal.
Including a guarantee in your next direct mail campaign can not only drive response rates, but it shows credibility and integrity of your dealership services. Whether you guarantee customer service, satisfaction or a specific offer, adding a guarantee in your mail piece creates momentum behind your direct marketing efforts and can further enhance performance.
Call to Action
More than 90% of potential buyers who read your headline also read your CTA copy (Unbounce). Call to Actions, or CTAs are crucial when writing your next direct mail campaign. If you do not include a clear CTA in your content, then you will not receive the response you were hoping for. Make sure you are clear in your mail piece on how the potential buyer can claim their special offer. Providing a contact phone number and a sign-up URL can increase the likelihood of consumers responding to your event.
There are many variables that go into creating an effective direct mail campaign, but a key component is the quality of the content. It’s important to make your message stand out against others, but you also have to keep it personal to your potential buyers. The team at Ross Media can help you put together a winning direct mail campaign for your objectives. Contact Alex Woodward to learn more about our proven direct mail campaigns.