Automotive Mailers: How Can Your Dealership Stand Out From the Crowd?4 min read
The amount of coupons and sales mail that people receive is enormous! But for those people that are in the market for a new car, grabbing their attention with a fun and engaging automotive mailer can mean the difference between a sale and a lost opportunity.
Here are some great ways you can make your automotive mailers as attention-grabbing and engaging as possible:
Add Widgets to Automotive Mailers
By adding widgets (or dimensional pieces) to your mailers, you have a better chance of catching a consumer’s eye and having your message stand out from the crowd. Widgets allow people to actively engage with a promotion, instead of just passively taking in information.
Widgets can consist of any physical, three-dimensional piece. A few good examples would be: scratch off cards, combination lock boxes, or pull-tabs. Regardless of what they are, they’re meant to be fun!
Standing Out with Database & Saturation Mailers
Automotive mailers can come in two different forms: Database mail pieces or Saturation mail pieces. Database mail pieces usually target a specific set of people that an automotive retailer has in their database; say, consumers that purchased cars from them back in 2002.
If the dealership is having a sale and is providing a special trade-in offer for cars from 2002, they would want to send a database mailer to those specific customers in their database. Using a database mailer means that your message is usually more relevant to your specific audience!
Saturation pieces, on the other hand, are used to cover a certain set of zip codes to alert people to new promotions or events that are happening at a certain dealership. Their goal is to “saturate” a certain market, and to try and get a message out to as many people as possible.
With saturation mailers, quantity is just as important as quality. Even though you’re sending mail to a number of different consumers (database and otherwise), the offers need to be enticing, the messaging needs to be clear and the artwork needs to look good and highly relevant to that target market.
Leverage Mail Offers to Drive In-Store Traffic
Often, automotive mailers will feature a special game, as well as the chance to win from an assortment of prizes, If you win, you will be asked to come into a dealership to see what you’ve won. That’s how many of these mailers help move customers down the sales funnel and bring in-store traffic to a dealership.
What better way to get people into stores than letting them know that they’ve won a prize?! Once in-store, dealers can offer consumers another chance to play; whether that be spinning a wheel, registering to win, or texting to enter a contest.
These interactions with consumers go far beyond just a simple mail piece! Dealers are engaging their customers by generating excitement and giving them reasons to come in and learn more about the products. With luck, these in-store visits will convert into car sales.
Automotive mailers are an invaluable way for dealers to identify, target, engage, and expose customers to promotions and events that they are running. By standing out from the clutter, these automotive mail pieces are sure to mean better response rates and more in-store traffic for dealers. The dealer’s message is opening the door for two-way communication and interaction between dealers and consumers!