Direct Mail Still Sparks Auto Sales
Direct mail is still sparking sales of new automobiles.
A study, conducted for Baltimore-based marketer Vertis, showed that 43% of adults who plan to purchase a new vehicle responded to direct mail by visiting a dealer in person.
“Direct mail has proven to be an effective way to connect with adults because it offers information that can help educate consumers prior to a future auto purchase,” said Vertis senior VP-marketing Janice Mayo in a statement.
Since direct mail from an automotive dealer can help educate consumers on future purchases, Mayo said it is also an effective medium to increase visits to a dealership.
Vertis’s Customer Focus 2005: Automotive study also showed that 66% of direct mail readers who plan to apply for an auto loan said they are more likely to open a package that looks interesting.
Of the direct mail readers who have plans to apply for an auto loan, 64% are more likely to open a piece based on the timing of its arrival.
For 60% of direct mail readers who plan to apply for an auto loan, having their name on the front of the envelope will influence their decision to open.
And 57% of direct mail readers who plan to apply for an auto loan are more likely than total adults to open packages that contain a special offer or discount.
The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.
Vertis said that 2,000 adults were interviewed last August and September for the survey.
