Is Direct Mail Dead? The Truth Behind Automotive Direct Mail Marketing

By: Royal Auto Marketing   |   18 Mar 2016

You’ve probably heard other dealership owner or operator's telling you to stop wasting your time with direct mail marketing techniques. Maybe you’ve hired an outside party to help you with your marketing strategy and they gave you all the “reasons” that direct mail is a thing of the past. After years of experience in automotive marketing in cities across Canada, Royal Auto Marketing knows a few things about the power of direct mail and we’ve seen this success for ourselves when working with customers in Saskatoon, Vancouver and other cities and towns from coast to coast.


What is Direct Mail Anyways?

Direct mail marketing is an advertising strategy that allows dealerships or other companies to send flyers, advertisements, postcards, brochures, pamphlets or other marketing materials to a curated mailing list of potential clients and existing customers. This content should be high quality and professional looking, offering a product or service available through your dealership, service centre or other aspect of your business. Direct mail advertising is one of the most effective tools in your marketing/advertising tool box and acts as a very effective communication tool for both new and current clients.


Direct Mail Lives On!

With all the digital material floating around out there and everything we know about the drop offs in person to person mail service, it’s understandable that some people might feel that sending advertising material through direct mail may be a thing of the past. But the truth is that according to Canada Post,  94% of Canadians are likely to open a piece of mail that comes from a company they already work with and and 91% of Canadians will open a piece of mail that looks professional or important. That doesn’t sound like the death of direct mail marketing to me. In fact, it sounds like a target audience waiting to hear about you and your dealership. The key is proper lead follow up, curating a mailing list that is truly reflective of your target market and sending high quality material. When something that looks polished and professional shows up, it’s way more likely to be opened, considered and or acted upon.


While personal mail may have taken a bit of a shift in the last few years, people still enjoy that feeling of spotting something in the mail. In fact, 63% of Canadians who responded to an advertising survey said they enjoyed looking in their mailbox. We can and should be using this as a tool to connect with potential clients.

Clearly direct mail is still working for businesses across Canada. It is a great way to connect with your audience and introduce yourself in a professional and non-intrusive way. If you’re looking for new ways to connect with your clientele or you want to improve your current direct mail strategy, contact our team at Royal Auto Marketing. We can help you conquer your next automotive direct mail marketing campaign.  


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