Thursday, September 10, 2009

The Current State of Automotive Direct Mail

We just released our Marketvision stats from the last year, along with updated numbers from the past three months. I just wanted to share some of the data as you plan for your Fall mail campaigns. Top Performers (and this one has recently changed so take note regular clients!)
  • 9.5x14 postcard with key- avg response: 2.12%, highest response: 7.72%
  • 11x17 half fold with key- avg response: 1.67%, highest response: 8.39%
  • 8 page magazine-avg response 2.11%, highest response: 2.94%

Slipping Performers

  • 11x17 tri fold-avg response: .52%
  • 8.5x11 in 9x12 envelope-avg response: .59%
Other items to note
  • 100# high gloss paper out performs any other stock on event mailers 3 to 1
  • Personal websites or PURLS are producing buyers-50% say they are in the market to buy in the next 90 days, 89% are in the market to buy in the next year
New products to watch
  • Personalized Credit Card Mailers
  • Jumbo Dealership Newsletters
  • Text Messaging
  • Saturation Email Campaigns
  • Special Finance Mailers-the new generation
Hope this helps regardless of your mail vendor. The ability to help us and dealers see what's working and what not is only half the power of Marketvision-the other half is realized when we analyze data from your individual sales and put it to work for you as well.

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