Car Dealers, do What Car Buyers do and Arm Yourself with Knowledge to Get a Better Deal!

Posted: March 18, 2016 in Uncategorized
Tags: , , , , , , ,

You just got an email with a special deal on 10,000 pieces of mail. The price is low, real low. Its enticing. So, you open the attachment and right before your very eyes, one nice looking piece! So you sign up and roll but then one little problem. Traffic is not good. Plus, the people that do bring in the piece hand it to you and it looks real bad, not to mention so thin, you could see through it. This happens too often.

It might be a little boring and many dealers don’t realize that the quality of the paper (no matter if its a postcard or actual mail piece with envelope) has a lot to do with the success of your direct mail event. A thicker paper runs the machines better and the quality of end product can be “night and day.” That of course in turn has a dramatic effect on response.

Cheap thin paper not only effects the response rate but it even effect the quantity of mail going out because thin paper jams the machines and “stops the presses” every time there is a problem. Many pieces end up in the garbage.(Spoilage) Some companies will make up for it, some don’t. Make sure to ask about overage/underage and what their policy is. (Is it 2% or 3% or ??? )

Here is a “Cheat Sheet” for automotive dealers and managers to reference when talking to companies about their piece. You may also want to request a hard copy sample. (Very common until email came around and another corner was cut out.)

paper weight

Anything below 80lb or 10pt. is unacceptable. (Especially if your doing a jumbo postcard with a key or other attachment on there.) There are special circumstances like when overall total weight (postage) comes into the picture. But more often than not, a good solid quality thick heavier paper is best. The investment is a little more but so worth it. If your going to do it, DO IT!

Hope this helps, make sure that “direct mail marketing expert” knows more than you do about this stuff. (Its their job to)  Then, get the right piece, to the right buyers, at the right time. MOVE METAL!

Great selling,

Todd Vowell -CEO

Digital Car Leads

Buy Mail Direct, Inc

 

 

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