September 4, 2013

Why Automotive Companies Should Steer Clear of EDDM Lists

So, the automotive dealership you work for wants to do a direct mail campaign to advertise their brand new fleet of luxury SUV’s. You’ve been instructed to send out high-end mailers to a USPS EDDM list within a 15 mile radius of the store. “This will be a cinch”, you think. After all, you’ve done this a million times before.  A few days pass and all the flashy, glossy, oversized postcards are stacked, packed, and ready to go off to the printer.  By tomorrow they’ll be in circulation. You take a deep breath, kick up your feet, sit back, and relax. You’ve done your job and it’s about that time to grab a much needed drink with your co-workers. Or is it?

If this situation sounds familiar, you may want to ask yourself the following question before instruct anyone to hit “print”:  “Who is actually going to be receiving these big beautiful postcards?”  The answer is... anyone and everyone.  Does anyone and everyone really sound like the ideal prospect for the dealership you represent?  Think about that question some more...   “Why hello Mr. Current 88-year old Resident who cannot drive.  Would you like to buy a $80,000 SUV that seats 8 people?” Or, “Hello there, apartment unit that has been vacant for the past year. Would you like to buy a nice, shiny new luxury vehicle? Anyone?... Anyone?”

The truth is, EDDM lists, otherwise known as Every Door Direct Mail lists, are dirt stinkin’ cheap - and you really do get what you are paying for. With EDDM, you are pretty much guaranteed to reach a percentage of people who will have absolutely no interest in your offer whatsoever. You will also be reaching a segment of consumers who may not be able to afford the new vehicle you are selling. Why waste extra money printing and mailing to these types of addresses?

Think about it. As an automotive dealer, your salesmen and women are notorious for closing sales as quickly as possible from the moment a customer walks in the door.  Why would you treat your marketing campaign any differently?  Use your ‘aggressive’ sales tactics to work in your favor when you are performing a direct mail campaign.

What do we mean when talking about being more aggressive with your direct mail campaign?  You can start by throwing away the whole EDDM philosophy and purchase targeted automotive lists from a company like  Depending on what state of the U.S. you reside in, you may be able to target prospects based on the make, model, and/or year of vehicle(s) they currently lease or own. This sounds like a great way to hone in on your ideal audience, right?  Though this type of list may cost more than EDDM lists, you will likely earn a much better response - meaning - potentially MUCH more in sales! Hellooooo bonus!

If you live in a state that does not allow your dealership to market to consumers based on their vehicle information, you can still purchase targeted mailing lists vs. USPS Every Door Direct Mail lists.  For a luxury SUV offer like yours, we’d recommend targeting households in your area that earn a high annual income and have a couple children in the household. With, there are plenty of ways we can help you find the right audience.

To find out more about our list products and services, contact us today at 800-383-1381 or visit us at

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