Reaching your auto repair customers with direct mail marketing creates a more personal experience with your brand. It offers an effective way to stand out from your competitors and allows you to deliver relevant messaging directly to the customers’ doorstep.
Still on the fence about whether direct mail is the right choice for your auto shop? Take a look at these frequently asked questions (and answers.)
Who can you target with an auto repair direct mail campaign?
When creating your new direct mail campaign, the first place to start is with the audience. When we work with clients, we conduct a demographic analysis and take a look at your current customer base to discover the right prospects to send your mailer. Demographics such as age, geographic location, occupation, gender, household income, and even the vehicle make and model will come into play. Then, we segment your audience for your direct mail campaign to deliver the most relevant information to the right groups of people, offering even more personalization –which leads to more conversions.
What are the options for style and format?
The options available to you are practically limitless. Some formats will work better than others and will be dictated by your audience, budget, and goals for the campaign. Sizes range from 4×6 to 11×17 and include anything from flat postcard mailers to more complex multi-fold pieces or dimensional mailers. Some of the most popular options include:
- 6×11 and 8×11 postcards
- Scratch off mailers
- New mover mailers
- Variable data mailers
- Bifold & tri fold mailers
- Newsletter mailers
- Plastic gift card mailers
- Envelope mailers
Should you consider using Every Door Direct Mail (EDDM)?
Every Door Direct Mail (EDDM) is a platform of the USPS that allows you to build your own direct mail campaign and target a certain area by neighborhood, city, or distance from your business without having to know the names or specific addresses of the recipients. Although EDDM may be a more cost-effective option, as you are doing research for your direct mail strategy you want to ensure you’re getting the most value (in both money and time spent) for what you are paying. You don’t want the cost to outweigh the benefits or spend your budget on ineffective strategies. In this case, EDDM may not be as effective as getting help from a direct marketing expert.
At UpSwell, we do all of the hard work for you — the demographic analysis, geographic targeting, and offer our expert advice, ensuring you do not waste your impressions or marketing dollars and focus only on consumers most likely to respond to your mailer. This is a great way to attract new customers to your auto repair shop even if you don’t have a mailing list (–we can help you with that too!).
What does it cost to run an auto repair direct mail campaign?
The cost will vary depending on your auto repair direct mail campaign. Some factors affecting the cost include the time and money you spend on designing your mailer or hiring an in-house design team, copywriting, printing, mailing list selection, volume, and distribution. We will work within your budget to help you set up a mailing schedule that works best for your campaign. Weekly mailers are a great way to stay consistent with your marketing, ensuring you reach your target market while staying within your budget.
What is the average response rate and how does that compare to other marketing strategies?
Direct mail has an average response rate of 9% according to the ANA, compared to the 1% response rate of email marketing. Direct mail has seen highly effective return rates as well with a 29% return on investment, outpacing both paid search at 28% and online display advertising at 16%.
Physical mail has been proven to leave lasting impressions and build meaningful connections with new customers. Direct mail marketing can help you connect with customers when it matters the most. To get started on your next auto repair direct mail campaign, partner with the experts at UpSwell to get the most out of your mailer.