Types of Direct Mail Automotive Pieces

Posted on: May 27th, 2012 by admin

Sending out direct mail automotive pieces can come in many forms. Believe it or not, how your mail pieces look like affects their readability and the acceptance and response by your prospects. It also contributes to how effective your mail pieces could be in capturing the your prospects’ attention. So, when you do direct mail campaign for your dealership, consider the different forms of mail pieces you can use in line with the success of your campaign.

Postcards

Postcards are the most cost-efficient form of direct mail automotive pieces. This is because they don’t need to be put inside an envelope. This way, you will be able to save on the costs of buying envelopes and printing on them. Aside from being cost-efficient, postcards are also the most straightforward way to do direct mail marketing. Since they don’t have envelopes, your recipients will see your message upfront. However, you have to learn to write concise but striking copies for your postcards as you only have limited space. You cannot put too much details even if you can print on both sides. In mailing postcards, the United States Postal Service or USPS requires that they should be at least 3.5” x 5” to 4.25” x 6” in size.

Letters

Letters, as direct mail automotive pieces, are highly personalized. A letter mail in a business envelope has a look and feel that it is something important, informative, and not an advertisement. Some marketing specialists claim that letters have the highest response rate especially when mailed to existing customers. Compared to postcards, producing and mailing letters in bulk are more expensive. This is because, as has been noted, letters need to be placed inside an envelope and some would even include inserts inside which add to printing costs. However, your space is not limited and you can put as much information as you want. The size requirement of USPS for mailing letters is 3.5” x 5” to 6.125” x 11.5”.

Self-mailers

Self-mailers are like flyers. They are called such because like postcards, they do not have envelopes and are just usually folded in two or three. But compared with postcards, self-mailers are bigger which allows you to put more information and photos on them. They are also not as straightforward as postcards, even if the recipient would not have to open an envelope first, because they are folded. However, they are cheaper to produce than letters since they don’t need to be placed inside an envelope.

Use direct mail automotive pieces to promote special offers, invite prospects to your sales events or seminars, or announce a new service or model that’s available in your inventory. When making direct mail pieces, always make them personal by including contents that are relevant to your prospects’ interests. More importantly, don’t forget to include calls to action on every piece.

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