Does your car dealership business still engage in direct mail? You probably do, though you may also have had people tell you not to bother, because “direct mail is dead in the digital age.” In fact, direct mail is still alive and well. A study conducted last year by the Direct Marketing Association (DMA) found that direct mail has a 4.4 percent response rate, compared to email’s average response rate of 0.12 percent. This certainly makes direct mail worth your time.
It’s important to nail down the basics of direct mail criteria, such as the list, the creative approach and the timing. But to get the most out of direct mail, however, consider employing a multichannel approach.
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