I bet you’re tired of email inbox overload and social media ads.
And, although it’s easy to assume that print is passé, for auto dealerships, direct mail is making a serious comeback. And with good reason, direct mail can have up to 9% response rates, while email and internet ads only have 1% or less.
If strategically implemented, direct mail and auto dealers are a perfect way to increase retention and boost profits.
What’s the best way to measure direct mail metrics?
Track response rates and ROI. Since direct mail averages a 4x better response rate than email, dealerships can use unique promo codes or redemption codes, QR codes, and call tracking numbers to accurately attribute conversions and calculate their cost per acquisition (CPA).
Why Direct Mail Still Matters for Auto Dealers
Direct mail is being re-discovered as the best marketing solution for dealerships.. It is:
- Trusted
- Targeted
- Trackable
Three traits that give it a highly competitive edge in a crowded marketing and business environment.
59% of consumers prefer receiving promotional mail from brands they trust, especially when it’s personalized and relevant.
This puts auto dealers in a strong position → dealerships already have valuable data from past purchases and service records, making it easier to create tailored campaigns that feel more like helpful reminders than just advertising noise.
Turn Direct Mail into a Service Experience Booster
Great marketing doesn’t just bring people in – it improves how they feel about your brand. Auto dealerships can use direct mail to better the post-sale experience and create loyal, long-term service customers.
1. Use Service Reminders to Stay Top-of-Mind
Your customers are busy. Sending personalized service reminders via direct mail, like oil change notices, tire rotation alerts, or brake check promotions, helps them take care of their vehicle and strengthens their connection to your brand. It’s convenient for them, and it helps your service bays stay full.
Campaigns that include vehicle-specific service reminders see up to 135% higher response rates. That’s a huge increase for something as simple as a printed postcard with their car’s make, model, and a recommended maintenance date.
2. Offer Exclusive Print-Only Promotions
Everyone loves a good deal, but exclusivity drives urgency – think FOMO. Direct mail offers a perfect way to promote “print-only” service discounts, seasonal check-up specials, or trade-in bonuses. Use a physical coupon or invite to create a sense of value that stands out – especially compared to the clutter of digital offers. Dealerships that combine direct mail with exclusive offers see customer return rates improve significantly.
3. Showcase the People Behind the Brand
Build emotional loyalty with direct mail. This method gives you a platform to go beyond transactions and use print pieces to highlight your service team, spotlight community initiatives, offer promos, or share customer testimonials. A little human touch goes a long way and can turn a service visit into a relationship, not just a receipt.
A well-designed newsletter or postcard that features a friendly technician and includes a “thank you” message builds trust, and trust leads to repeat business.
4. Re-Engage Lost Customers with Win-Back Campaigns
Every dealership has inactive customers – those who haven’t returned in 12, 24, or even 36 months. Some are happy, some are unhappy about previous visits – and regardless, direct mail is a cost-effective and non-intrusive way to reconnect. A good way to win back customers.
Using past service history, create segmented campaigns that address specific concerns. “We haven’t seen your Camry in a while – your next oil change is on us!”. These win-back efforts often see ROI exceeding 10x.
Tips to Maximize Your Direct Mail ROI
To get the most out of direct mail campaigns, auto dealers should focus on:
- Personalization
- Design
- Data-driven timing
Here are a few actionable tips:
Use Variable Data Printing (VDP) → Add customer names, car models, and even service history to your print marketing for a more personalized message.
Incorporate QR Codes → Make it easy for customers to schedule service appointments or claim offers by scanning a code that leads them directly to your site.
Layer with Digital Touchpoints → A follow-up email or text after a mail campaign increases the chance of action. It’s called multi-channel marketing, and it works.
Test and Track → A/B test different messages, offers, and designs. Use unique promo codes or dedicated phone numbers to measure campaign success.
Direct Mail Trends to Watch For
The direct mail landscape is also evolving, with new innovations that auto dealers can tap into:
Enhanced Personalization
AI-driven targeting now makes it easier to create dynamic print marketing that aligns with a customer’s lifecycle stage.
Sustainable Materials
Eco-friendly inks and recycled papers are becoming a priority. Customers who care about the environment are more responsive to dealerships that highlight green activities in print communications.
Integrated CRM Automation
Tools make it easier to trigger direct mail campaigns based on customer behavior, service milestones, or purchase anniversaries.
Key Takeaways:
- Direct mail outperforms digital marketing with significantly higher response rates than email.
- Vehicle-specific mail reminders can increase response rates by up to 135% and keep your service bays full.
- Exclusive promotions sent via direct mail increase return visits and customer loyalty.
- Featuring staff, community stories, or customer testimonials in your mailers creates emotional loyalty and repeat business.
- Win-back campaigns deliver high ROI, especially when timed to service milestones.
- AI and CRM-integrated platforms enable perfectly timed, lifecycle-based print campaigns for maximum impact.
Build Lasting Loyalty with Safeguard
Direct mail delivers. Auto dealers who embrace it see great results. The impact of print is real and can even bring old customers back. The next time you’re reviewing your marketing strategy, don’t toss aside traditional tactics. Old is not only new, it’s better.
Ready to rev up your service department’s performance? Connect with the automotive marketing experts at Safeguard so they can help you increase your bottom line. They know the right products and services to drive automotive business success.
Visit our site to get started.