Direct mail campaigns continue to be an effective way for your dealership to reach either your whole database or a targeted group of consumers. While there are many other cost-efficient ways digitally to connect with customers directly, we do recognize the benefits that can be achieved from a strategically orchestrated direct mail campaign. Typically, direct mail campaigns can result in a low return on investment, which is why each piece must be designed specifically to a bigger sales event, as part of a larger automotive advertising strategy. We always encourage our dealers to provide special incentives for the mail pieces to improve upon their sales event pricing. This way, we’re able to better track the success of the mailer by also enhancing the call to action. Tracking numbers and analytics give the campaign a better transparency and measure on ROI. Landing pages and specific URLs help to analyze the website traffic that is also directly related to the direct mail drop from each campaign.

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