Applying Direct Mail & Trigger Mail Marketing

Electronic communications might be prevalent now, but it is still hard to beat the effectiveness of traditional direct mailers. Postcards and letters’ tactile nature makes them stand out in people’s minds. However, not all such campaigns are equally potent. Below are tips for increasing your direct mailer’s response rates.

Contact Info Is Vital

Invite your direct mail recipients to contact you, and make it easy for them to do so by providing various forms of contact information: your mailing address, phone number, email address, and so on. You should make sure this information gets printed in large, bold lettering. You might even wish to incentivize people to contact you: a limited-time discount.

Simple and Engaging

Each of your direct mailer campaigns should have only one purpose, and you should keep that message brief and straightforward. For example, you might publicize a new product or an upcoming sale. Moreover, that item should sound exciting and beneficial.

Be Persistent

Send at least a few messages to each potential customer for every direct mailer drive you launch. Most people will disregard your mailings the first and second time, but eventually, many will read your message and give it due consideration. Also, be aware that the same logo should prominently appear on all your mailers.

Moreover, measure your response rates carefully and try to tweak your mailers as you go along. You might discover that you get more replies when you place a particular photo on your letter or use an unusual stamp. Keep using whatever seems to attract more attention.

Send Trigger Mailers with Targeted Mailing Lists

Perhaps the most reliable way to get responses is to use trigger mailers. Trigger mailers target individuals who fall into specific categories. For instance, Auto Trigger Mailers would go out to all customers in your area who have recently applied for auto credit. You could send someone a letter that tells them that all car dealerships are not the same and your dealer has the experience to help.

Imagine getting your competitor’s customers the day after they left the other dealer.

To know which kinds of trigger mailers to send to which individuals, you need to target mailing lists, which are databases that supply the names of potential customers in all sorts of groupings. Of course, you must get your targeted lists from an organization that’s reliable and reputable and one that Trans Union, Equifax, and Experian authorize.

Direct Mail Marketing Recipe for Success

Constructing an effective direct mail marketing campaign is a lot like preparing an excellent meal. The devil is in the details, and the secret is in the sauce. That being said, there are a few tried and true tricks you can apply to your campaign to cook up some success.

Marketing Tip #1 – A Mile in They are Shoes

Put yourself in the customer’s shoes. Knowing your target audience is as essential, if not more so, than knowing your product. Certain people are looking to drive an SUV, while others only see themselves in a car, truck, or van. Now think about how the most stalwart car lady would feel when asked to test drive the SUV. She will not want to, and she will not want to open a piece of mail that is equally unattractive.

Create a piece of mail your audience will want to open by designing it for them. Think about what your potential readers want to see. Whether it is: “Your loan is approved ” or “Final warning about debt consolidation,” you can make opening your direct mail like opening the door to the perfect vehicle by putting yourself in your customer’s shoes.

Marketing Tip #2 – Make It Shine

You can expect more when you sell a clean vehicle. The mail your potential customers opens is no different. After all, it is an extension of your sales team. You would not want unkempt, dirty salespersons who mumble speak to a customer, so don’t put washy words in a washed-out mailer. Develop compelling stories that motivate your writing and choose a reliable printer that does a clean, spotless job.

Marketing Tip #3 – Use a List

The phonebook is not a list. For effective direct mail marketing, you need a targeted list. One of the best products we offer is designed to help you overcome this issue, so you are at a high starting point. Our ™ Credit Predictor Program puts buy here, pay here consumers in your sites, saving you money by making your direct mail marketing campaign even more helpful.

Benefits of a Targeted Mailing

Businesses need to communicate with potential customers. Saturation and targeted mailings are both effective means of direct marketing. These advertisements save money versus the cost of traditional first-class mail. Saturation mailings are delivered to every household in a particular geographic area, including those that may not need your specific product or service. On the other hand, a targeted mailing is designed to reach only those households within a particular demographic, such as age, credit, and income. This is particularly important for luxury, pre-owned vehicles, and Buy Here Pay Here auto dealers who service a relatively small subset of the overall car-buying public.

Instead of sending generic sales pitches to the public, auto dealers can use targeted mailings to present their message to people in the market for an automobile. The letter should include information about how the features and benefits of its products or services are valuable to them. Targeting specific segments of particular demographic leads to a higher level of engagement and response rate as you inform the audience about an option that they may not have otherwise considered. The targeted mailing should also be in a form that prompts potential customers to open the letter, text message, or email. This approach will lead to higher sales as these potential customers see how the benefits of your particular product or service are superior to their other options.

This direct marketing approach requires businesses to identify and focus on their customer’s needs. A targeted mailing also requires staying abreast of the current state of the market. This is especially critical if interest rates and lending criteria impact the potential customer base. An example is how automobile financing options can vary for sub-prime borrowers based on changing economic conditions. The work involved in developing targeted mailings may not be readily available in-house. Businesses must also keep current on the latest direct mail techniques for getting people to read the message as their tastes and circumstances change. An experienced direct marketing company has the tools and experience to help determine the market that will be the most receptive to your product or service. Using a professional direct marketing company will help generate more leads that can be turned into sales at your automobile dealership.