If you’ve been creating direct mail campaigns for your garage or parts business for some time, you may be concerned that marketing flyers and postcards just are not worth it anymore. After all, there are hundreds of ways to digitally market your product these days, right? Would any of them increase your response rate over automotive direct mail? Probably not.
A recent study by the US Postal Service suggested that 64% of both residential and business consumers actually value the mail they get in the mailbox every day. Business owners, though, thought that just 36% of that same target group actually valued that mail. See the disconnect? There are people out there who want your auto repair shop direct mail, so turning away now would be nothing short of tragic. If you’re looking to increase that response rate, though, there are a few things you can do.
- Find a way to instantly create interest and value. If you can’t do that right out of the gate, you’re not going to get them, even if you have a tiny little postcard. One great way to do just that is build a headline that attracts attention and make sure you demonstrate what you’re offering is actually a bargain. Imagine, for instance, that you’re giving away a free tire rotation with every oil change. Unless your potential customers actually feel like that’s valuable, you’re not going to get the phone call to book that appointment. Give them something valuable to work with, and make sure you let them know how valuable it is with a carefully crafted headline.
- Look to the rest of your marketing strategy for ideas. If you want to figure out how to increase the response rate on your auto direct mail, consider looking to your site or your email offers. Which ones help you get more potential clients through the door? If you can translate those to your next marketing flyers or postcards, you could have a winning combination.
- Consider changing the size of your mailers. Most garages and repair shops simply use the number 10 standard size business envelope in their direct mail advertising. That certainly doesn’t mean you have to, though. Today, you can go with an oversized postcard, a 9 x 12 envelope, or something completely different. Catch their attention from the moment they see your auto direct mail, and you’ll be surprised at the response you receive.