Direct mail for automotive
Automotive direct mail: sales events, service reminders and buyback offers
Direct mail for car dealerships, auto repair, tire and oil change shops, body shops and detailers: sales event mailers, service reminder postcards, buyback and trade-up letters, recall notices and EDDM around the shop.
Dealerships mail because sales events fill a lot for a weekend, and service departments mail because a reminder at 5,000 miles is worth a repair order. Independent shops mail because the households within five miles of the bays are the whole market. In every case the mail is targeted by what the household drives and when, which is data no other channel gives you.
We produce sales event mailers from 6×11 postcards to 11×17 self-mailers with scratch-offs and keys, service reminder cards triggered from the DMS or shop system, buyback and trade-up letters to owners of specific models, and EDDM to the routes around the store.
What automotive businesses mail
- Sales event mailers with variable offers per household and vehicle
- Service reminders and oil change coupons from the DMS
- Buyback, trade-up and equity letters to owners of specific models
- Conquest mail to owners of competing makes by ZIP
- EDDM for independent shops, tire stores and car washes
- State inspection and seasonal tire change postcards
Vehicle data
Automotive lists select on the vehicle in the driveway: make, model, model year, estimated mileage and purchase date, along with the household data used everywhere else. That is what makes a buyback letter to owners of a three-year-old model, a conquest card to owners of a competing make, or a tire offer to households with a vehicle that is due, so much more productive than a general offer.
Service mail that pays
A service reminder mailed at the interval, with a coupon and a QR code to schedule, costs about $0.60 per card and produces repair orders worth hundreds. The best programs run from the shop system automatically: due for service, declined-service follow-up, state inspection month, and a thank-you after the visit with a referral offer. Independent shops run the same program from a spreadsheet exported once a month.
Run your numbers
Price a automotive mailing
Pick a piece, a quantity and a mail class to see the all-in cost per piece and per drop, next to what the same job typically costs elsewhere.
Answers
Automotive direct mail questions
How much do automotive sales event mailers cost?
A 6×11 postcard printed and mailed as Marketing Mail costs about $0.58 per piece at 10,000 pieces, or about $5,800 for a 10,000-piece drop with a vehicle-owner list added at about $0.10 per record. 11×17 self-mailers with scratch-offs and keys are quoted per event.
Can you send service reminders automatically?
Yes. Connect your DMS or shop management system, or send a monthly export, and reminder postcards go out to each customer at the right interval with their vehicle, the service due and a coupon printed per card.
Can I mail owners of a specific vehicle model?
Yes. Vehicle-owner lists can be selected by make, model, model year and ZIP code, for buyback, trade-up, conquest and recall-related mailings.
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