Direct mail continues to play key roles in generating traffic for new car dealerships and financing new car purchases, according new study findings released by Vertis, a Baltimore-based marketing services agency.
The study revealed that 43% of adults who plan to purchase a new vehicle responded to direct mail by visiting a dealership in person, while 28% visited the sender’s Web site and 14% called an 800 number.
Among consumers who plan to apply for an auto loan, 64% of those who opened a direct mail package said the timing of the mail’s arrival was the primary reason they opened it. Similarly, 57% said they’re more likely to open direct mail if it contains a special offer or discount.
Price incentives are the biggest motivator for getting 32% of Generation X adults to visit a dealership. Nine percent are motivated by special financing offers.
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