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And this is why you need to audit your 3rd party data before it goes out!Dad gets OfficeMax mail addressed 'Daughter Killed In Car Crash' - chicagotribune.comI don't recommend direct mail for consumer prospecting. Too expensive.But this is how we've been able to make direct mail more cost effective for my dealerships.Example:We're working for a Subaru dealer that is trying to move a bunch of RWD niche market cars in the middle of a very snowy, cold midwestern winter. Not the ideal time to sell something like this. So here is the plan of attack using our direct mail strategy. We will do a 3rd party email broadcast to the dealerships AOR. With customized tracking software, we can look into the post broadcast analytics and identify those who opened the email and clicked on the targeted model from the email. We will then build out a customized small batch postal mailer that will go out to those who expressed enough interest to read the subject line, open the email, click on the model and visit the dealer's website for more information. Once the postal offer has been sent, we will time the delivery so that the day the recipient receives the post card in their mailbox, they will also be hit with Google remarketing display ads.This gave the dealer a 3-pronged approach to prospect marketing. Email for prospecting. Postal ramarketing to self-identified prospects. Display pay per click re-marketing for the increasingly more aggressive call to action.
And this is why you need to audit your 3rd party data before it goes out!
Dad gets OfficeMax mail addressed 'Daughter Killed In Car Crash' - chicagotribune.com
I don't recommend direct mail for consumer prospecting. Too expensive.
But this is how we've been able to make direct mail more cost effective for my dealerships.
Example:
We're working for a Subaru dealer that is trying to move a bunch of RWD niche market cars in the middle of a very snowy, cold midwestern winter. Not the ideal time to sell something like this. So here is the plan of attack using our direct mail strategy.
We will do a 3rd party email broadcast to the dealerships AOR. With customized tracking software, we can look into the post broadcast analytics and identify those who opened the email and clicked on the targeted model from the email. We will then build out a customized small batch postal mailer that will go out to those who expressed enough interest to read the subject line, open the email, click on the model and visit the dealer's website for more information. Once the postal offer has been sent, we will time the delivery so that the day the recipient receives the post card in their mailbox, they will also be hit with Google remarketing display ads.
This gave the dealer a 3-pronged approach to prospect marketing. Email for prospecting. Postal ramarketing to self-identified prospects. Display pay per click re-marketing for the increasingly more aggressive call to action.
