Since the record-setting pace of car sales in 2016 automobile industry experts are debating whether or not 2017 will be equally as strong. Local dealerships will need to carefully plan their marketing strategies to stay on track through the end of the year. One of the best ways to bring prospective car buyers into the showroom is through the use of direct mail.
As you build customer relationships, your dealership amasses a substantial amount of personal data. You know who your current customers are, types of vehicles they already own, and when their lease or financing is over. Now you can use that information to personalize your next new car offer using PURLs instead of just sending out a generic offer. PURLs, or Personalized URLs, are a great marketing tool you can use to direct recipients to a unique online destination. Here are six reasons why your auto dealership should use PURLs for your next direct mail campaign:
- Increased ROI: As with any marketing strategy, it is all about the return on investment, and PURLs deliver in spades. Simply adding a PURL to a direct mail piece that directs the recipient to a personalized online landing page can improve your ROI by 350 % or more, compared to campaigns without PURLS.
- Ease of Implementation: The last thing your auto dealership needs is another complicated software system. Easypurl’s easy-to-use platform makes it simple to create PURLs, customize direct mail pieces, build landing pages and send follow-up emails.
- Flexible: You can incorporate other tools such as a QR code, email communications, SMS, and social media to build your campaign even more and make sure your offer gets in front of your targeted prospects on a regular and consistent basis. If they are thinking about buying a car before the end of the year, your coordinated outreach strategy will increase your top-of-mind awareness and bring them into your showroom first.
- High Degree of Personalization: PURLs can be used to customize each offer for each recipient based on their preferences and prior purchase history. Just think about all the ways you can use the Easypurl platform to support marketing outreach campaigns such as pre-approval offers, buy back offers, event marketing mailers, postcard mailers, and seasonal mailers.
- Create a Communications Path: You want to control the story your prospects and customers receive from your dealership. Use Easypurl to target your direct mail pieces to the exact audience and include a PURL to drive them to a dynamic landing page, instead of just asking them to visit your website where they might become lost. Because the prospect is using a unique PURL, the landing page can also be customized, personalized and prefilled for an even higher conversion rate.
- Track and Analyze: The most important part of any marketing campaign is studying its effectiveness. With Easypurl, you can track actions or inactions of your prospects so that your trained sales team can follow up during any down time. We’ve included a reporting dashboard designed with auto dealerships in mind so you can get real-time notifications on your leads from direct mail, IVR and email. You can even annotate the results with notes to help the sales process. Selling cars just got more fun with PURLs!
Over 20,000 successful automotive campaigns using the Easypurl platform at hundreds of auto dealerships nationwide can’t be wrong. Incorporating personalized URLs into your direct marketing strategy can help drive more qualified leads to your website and dealership, sell more cars, and generate more service customers. Visit the Easypurl website to for more information.
