Automotive direct mail is a powerful way to connect with customers and provide a meaningful experience. Below are seven strategies to enhance your automotive direct mail campaigns.
Since Who’s Mailing What! began, we have included automotive direct mail in our collection—and for good reason.
The automotive industry is a key part of the U.S. economy. Here are some notable statistics from 2020:
- The industry contributed $627 billion to the U.S. economy, accounting for about 3% of GDP.
- 5 million light vehicles were sold, a drop from 2019 but higher than expected given the pandemic’s impact.
- Electric vehicle sales increased by 14.9% compared to 2019.
Beyond economic impact, vehicles—whether cars, trucks, or motorcycles—are an essential part of daily life. People invest in them not just for transportation but also for enjoyment, maintenance, and upgrades.
Automotive direct mail advertising is an effective tool to attract customers to dealerships, service centers, aftermarket suppliers, and websites. Right now is a great opportunity to engage potential buyers and existing customers.
Why Now?
- Many consumers have extra disposable income due to reduced spending on travel, entertainment, and dining.
- High demand is driving up prices for new and used vehicles.
- More people are returning to work, school, and shopping, leading to increased vehicle use.
- Delayed maintenance is now a priority as driving needs rise.
Given the competition in the industry, it’s essential to make your direct mail campaigns stand out. Here are seven best practices to achieve that.
1. Offer Something Tangible
Direct mail is a physical marketing tool, making it ideal for engaging customers. A brochure or self-mailer can help customers consider a vehicle purchase or service.
Coupons are particularly effective. For example, Grease Monkey used a small postcard in July 2020 featuring two coupons. It worked because:
- The discount amount was clearly displayed.
- Customers had to present the physical coupon in-store.
- The benefits of the discounted service were clearly listed.
Another example is a Honda dealership in Indiana that required recipients to bring the mailer to the dealership, incentivizing test drives with a gift card offer.
2. Use Seasonal and Holiday Themes
Certain times of the year, like summer and winter, are ideal for auto service promotions. People need to ensure their vehicles are ready for weather changes, long trips, or school commutes.
A February 2021 Mopar mailing emphasized winter maintenance with a snowy image and the message: “Winter road conditions are here.” It worked because:
- It reminded customers of necessary seasonal services.
- Coupons offered discounts.
- It highlighted that services were performed by trained professionals.
Other seasonal campaigns revolve around holidays like Independence Day, Thanksgiving, and Labor Day. For example, a Midas postcard from August 2020 promoted Labor Day with a bold headline, a U.S. flag graphic, and two special offer coupons.
3. Highlight Endorsements
Customer trust is crucial. While your messaging is important, endorsements from experts and customers can significantly boost credibility.
A March 2021 Subaru postcard leveraged this by showcasing safety ratings and awards. It worked because:
- A high safety rating was prominently displayed.
- The reverse side broke down ratings for quality, safety, and value, with authoritative logos.
- A free maintenance offer from trained technicians using genuine Subaru parts was included.
Similarly, Toledo Auto Care’s March 2021 postcard featured a customer testimonial and a large Google logo with a 5-star rating to reinforce trust.
4. Use Postcards for Quick Impact
Postcards are a cost-effective and efficient way to reach customers. They offer simplicity while allowing businesses to highlight key messages.
A Toyota postcard from July 2021 emphasized customer service with:
- A standout offer in bold type.
- Clear bullet points outlining benefits.
- Concise but informative messaging.
Another example is a Memorial Day campaign by Town & Country Jeep Chrysler Dodge in May 2021, which featured:
- A vertical design that stood out in the mailbox.
- A personalized upgrade offer with a PIN code.
- A QR code for quick website access.
5. Personalize with Customer Data
Direct mail doesn’t have to be generic. Using customer data makes campaigns more relevant and effective.
A Chevrolet mailer from August 2021 personalized content with:
- The recipient’s current rewards points balance.
- Recommended services based on the customer’s vehicle history.
- A website link for detailed loyalty program information.
Similarly, a Volvo self-mailer from August 2021 directed recipients to a Personalized URL (PURL) for a custom offer. It worked because:
- The unique discount amount made the offer seem credible.
- A PURL generated anticipation.
- The letter was signed by a specific individual with direct contact information.
6. Reward Customer Loyalty
With so much competition, retaining customers is as important as attracting new ones. Loyalty programs can encourage repeat business.
An Advance Auto Parts mailer from September 2020 effectively re-engaged customers with:
- A “We’ve missed you!” message acknowledging the lapse in visits.
- A bold design with a large image and strong headlines.
- Incentives like discounts and bonus loyalty points.
Nissan also used loyalty marketing in a June 2021 campaign that featured:
- A large image of the promoted models.
- An exclusive “Private Offer.”
- A $500 purchase incentive.
7. Make the Call-to-Action (CTA) Clear
Your mail should make it easy for customers to take action. Clear, readable headlines and CTAs ensure the message isn’t overlooked.
A Speed Auto Repair postcard from June 2021 succeeded because:
- The phone number was displayed in white text against a dark background.
- The website address was clearly listed.
- A mini-map with the business’s full address helped customers locate it easily.
Another strong example was a Bentley dealership’s June 2021 letter. This invitation-style mailing worked because:
- Words like “exclusive invitation” and “RSVP” created urgency.
- The response phone number and email felt personal rather than generic.
Final Thoughts
Automotive direct mail offers an opportunity to create a customer experience that is both practical and engaging. Whether through postcards, self-mailers, or other formats, direct mail helps build strong customer relationships beyond simple transactions.
Once a customer makes a purchase—whether it’s a new car or a routine oil change—follow-up communication can encourage future business.
Hopefully, these examples provide inspiration for your next automotive direct mail campaign. With Who’s Mailing What!, you can explore new ideas that make marketing easier and more effective for your business.
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