Targeting
Historically, the most important aspect of Automotive Direct Mail was its ability to precisely target previous customers. If a suitable list was available, it could do a good job of targeting prospects.
Personalization
Automotive Direct Mail can address the customer personally and be tailored to their needs based on previous transactions and gathered data.
Optimization
Because of its direct accountability, Automotive Direct Mail can be tested to find the best list; the best offer; the best timing (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.
Analysis
The bulk mailing is large enough to allow statistical analyses. For example the results can be analysed to see in detail the performance of individual offers in say a squinch report which shows sales per square inch. With suitable media or source codes, the performance of lists can be captured. These enable better selection of offers and lists for future mailings.
Accumulation
Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
Advocates make the following arguments ...
Efficient use of advertising dollars
Highly selective, targeted and personalized
Flexible
High quality reproduction
Response easily measured
87% of consumers are either “very” or “quite” satisfied with the products they buy through Direct Mail
56% of consumers said that value for money was the main benefit of buying through Direct Mail, while 63% said convenience.
Advertisers often call direct mail "targeted mailing", since mail is usually sent out following database analysis. For example a person who purchases golf supplies may receive direct mail for golf related products or perhaps for goods and services that are appropriate for golfers. When direct mail uses database analysis, it is a type of database marketing.
Advances in computing and communications technology have significantly impacted the direct mailing industry in recent years. As computers become more powerful and databases become larger, new opportunities arise for direct mail companies to perform more in-depth processing of their mailing lists. Mailings can be targeted based on location and demographic data. This allows mailings to be targeted more specifically and potentially increases response rates. Web sites are appearing which allow clients to create their mailing lists interactively using map-based interfaces.
