Recent data shows that over 40 percent of all automotive customers read every piece of direct mail that they receive, and that the direct mail response rates within the automotive space are five to nine times higher than any other advertising channel. Why are these numbers so important? Because it’s validation that one of the top ways to reach your customers is through the mail. Automotive direct mail campaigns perform higher in the industry than any other market segment. 

While direct mail for the auto industry has proven to be extremely successful, it still faces challenges with strong competition. With so many other companies, industries and messages crowding the mailbox, how does an automotive brand, car brand or dealership stand out? To answer this question, we’re sharing some of our top automotive direct mail campaign ideas that actually work.

PURL Usage in Automotive Direct Mail Campaigns

Personalized URLs (or, PURLS), are an extremely effective way to ensure your mail piece is read, and action is taken. These URLs typically include the recipients’ name or something specific to them which increases the likelihood of them visiting the URL. Who wouldn’t want to view a webpage URL personalized for them? 

Using PURLs in a direct mail campaign will result in a higher direct mail response rate for your automotive brand, which will deliver an increase on the desired outcome. Increase visits to the dealership or an event, increase vehicle sales, grow your service revenue by scheduling more appointments and repairs, and more. It’s also one of the easiest and most effective ways to combine physical contact (with print) and digital advertising. When paired together, this is an extraordinarily powerful marketing strategy.

QR Codes for Automotive Mailers

Also combining physical outreach (with print) and digital advertising, adding a QR code to your printed piece is extremely effective at engaging consumers and getting them to take action, visiting whatever page you direct them to. In 2020, smartphone users became familiar with the process of scanning QR codes for just about everything. Marketing pieces that feature these QR codes benefit from consumer comfort and curiosity, gaining conversions and ROI on their campaigns.

How do customers use QR Codes embedded on Direct Mail?

The customer simply scans the QR code using their phone which will take them to any place on your website you define as it relates to your campaign. As a manufacturer, you could direct the recipient to view a commercial, check out a new vehicle model, or request dealer information. If you’re a dealership, you could direct them to schedule maintenance appointments, hit a landing page that highlights ‘special offers’, or send them to a page where to view your inventory.

Lumpy Direct Mail

What exactly is lumpy mail? The name may give you a good idea but essentially, “lumpy mail” is any type of direct mail that isn’t flat and uses volumetric dimension to stand out from the rest of the mail your customers are getting.

Imagine all the postcards and brochures in your mailbox. If you receive a piece of mail that has an oddly shaped item included in the mail piece, there’s almost a 100% chance that you’re going to open that letter or package. For this reason, dimensional mail or “lumpy direct mail” has become a popular and effective direct mail campaign idea in competitive industries.

Options of items to include in your mail piece are endless. From notepads, post-it notes, keychains or magnets – these present you with an opportunity to stay in front of prospects with items your customers are likely to actually use. You can get even more creative with items apparel items, die-cast cars, or power banks. Not only does lumpy mail increase the open rate of your mailers (and the results of your direct mail campaign), it also increases overall brand awareness, recognition and recall.

Direct Mail Promotions for the Auto Industry

There are a number of ways to use promotions to your advantage when running a direct mail campaign as an automotive brand or car dealer. Any type of special offer you can promote via direct mail to current and potential customers is guaranteed to increase the results of your direct mail campaign.

For Auto Dealers

There are a number of ways to use promotions to your advantage when running a direct mail campaign as an automotive brand or car dealer. Any type of special offer you can promote to current and potential customers is guaranteed to increase the results of your direct mail campaign.

For Auto Dealers

That may be offering a 10% discount on vehicle maintenance, or offering a deal for soon-to-be college graduates which gets them purchasing a new vehicle. As long as the campaign is targeted to a specific audience and clearly communicates a value proposition that resonates with that audience then you are guaranteed to increase engagement from your campaign.

For Automotive Brands and Manufacturers

You could run a contest on sending someone to a tour of your manufacturing facility, invite selected individuals or businesses to attend an event that ties into a current promotion or showcasing a new vehicle or model.

Direct Mail Marketing Tips

In addition to sharing these automotive-focused direct mail campaign ideas, here are a few direct mail “best practices” to consider when putting these ideas to use.

When creating a direct mail campaign for the auto industry, be sure to include: 

• • Compelling, high-definition images and bold graphics
  • Focus on a single offer or message
  • Have a clear ‘call to action’ so recipients know exactly what you want them to do when they’ve opened your direct mail
  • Personalized elements. The more personal it feels, the better the results will be.

This isn’t an exhaustive list of direct mail tips, but they are some of the most effective practices being used by automotive brands across the US. We hope you’re able to put these strategies to work as you plan your next outreach campaign.

At Qualprint, we have supported countless automotive direct mail campaigns and run exhaustive performance reviews on comparative and competitive campaigns. With this experience, we’re able to guide you through this process and share best practices, tips, and effective strategies to WIN your moment.