It never seems to amaze me how effective direct mail can be in the month of December.
I talk to dealers constantly about why December is one of my favorite months to send direct mail and it holds true year after year. The sales that are a result of mail from December are among the highest of any month because people who are planning on buying before the year ends respond quicker to time sensitive offers. I like to call it pulling people down the purchase funnel a little faster. Regardless of what you call it or what you think of it, the simple fact is it works.
As I sit in my office day after day, it shocks me to notice the decrease in mail that I receive. Either I am just not as popular as I use to be (which I doubt) or marketers have shied away from relying on direct marketing to generate traffic. This creates the ability for dealers to have more presence inside someone’s mailbox. And it allows your message to stand out more than it would have in the past when customers were receiving more mail.
The bottom line is to never underestimate the power of the mailbox.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
