Bi-fold & Tri-Fold: Is there a difference?

     One of the most effective ways to promote your business is through folded automotive direct mail. They provide more space than postcards while remaining portable. Self mailers expound on your business’ products and services while providing space for highlights and headlines, and for visual elements such as images and symbols.
     An important advantage of custom printed self mailers over other marketing media is the folding options available, improving portability and the capability to better organize your mailers text. We have 2 popular options for your automotive direct mail needs. The custom tri-fold self mailer configuration is chosen by many businesses because it offers six panels when complete, which is enough real estate to lay out your text and images without the end result looking crowded or busy. With custom tri-fold mailers, you can emphasize certain areas of your mailer and also use to your full advantage the sequence in which your readers will open your custom printed mailer. With this folding design, you can arrange your panel headlines from most important to least in the same sequence your reader will be opening your automotive direct mail. It is important for your automotive direct mail to create a professional custom mail piece. The tri-folding of the mailer is done in a way that is set up to be very cost effective. The tri-fold design fits within the “letter class” of mailing which is one of the cheapest classes of mail possible. This type of automotive direct mail is typically trucked to the SCF (sectional center facility). We sort the mail down to carrier route walk sequence, allowing for quick delivery and extra postage discounts.
     Another option for your direct mail campaign is the Bi-fold mailer. Also called a half fold or 4- pager, these mailers are good option when you want your automotive direct mail to stand out a bit from the other mail in your customer’s hand. They are folded to 8.5 x 11 which is considered a regulation “flat size” mailer. They are an effective and convenient style of print that is sure to please. We have found great success in shipping these mailers directly to the DDU’s (Destination delivery unit). With this option, the mail is going directly to you local post offices. No waiting for processing before mail delivery. Because of the additional processing and flat postage cost, this option is a bit more expensive, but perfect for someone who is looking to see delivery faster and more direct.
    

     Whichever option you choose, there are distinct advantages to choosing either option. Let Print Auto Mail create an impacting campaign for all your automotive direct mail needs.

The Potential of PURLS

The more you can communicate to your customers in multiple channels the better. PURL’s often allow you to capture information via the internet that can be used to help you understand your clients. A PURL is one of the best ways to increase the response rate on your Automotive Direct Mail. PURL stands for “Personal url.” A “url” is a Uniform Resource Locator, or in layman’s terms, a personalized website.

Who is the personal in PURL?
Anyone you send an Automotive Direct Mail piece to will have their own personalized website. This is a great way to capitalize on our narcissistic tendencies as consumers. Because face it, we all love to see our own name in lights. We put on the mail something along the lines of “Attention John, check out your website below for added offers & discounts: “www.BuyACar.com/JohnSample” Every mailer will have a different website with the person’s name included in the URL.

What is the experience like for the PURL user?
•Automotive Direct Mail customer logs on to their PURL
•Fill out quick form of questions & info
•Customer receives a thank you email from dealership immediately
•They receive follow up email correspondence or email from an actual person at the dealership within the next couple of hours

Why would YOU put a PURL on YOUR direct mail campaign?
1. Reach untouched market. The people that respond to mail by walking in the door or picking up the phone are different from the people willing to go online to check things out. It is just one more avenue designed to get you sales.
2. Respondents are in the market to buy. Unlike some typical prize seekers, a great percentage of our people say they are in the market to buy in the next 6 months.
3. Boost traffic to your Website. After the potential customers log on to their personalized website we can set up a link to drive them back to your website letting them look at inventory or pre-qualifying them for an auto loan
4. Genuine Leads mean more automotive SALES. These leads are real and can be tracked in real time. You get an email stating they are looking at their PURL and that gives you the chance to follow up while they are still in the mindset of looking at cars.

This is a great internet marketing tool to use in conjunction with your Automotive Direct Mail that is greatly under utilized. You get a live interested buyer and your customer gets that personalized customer service they are looking for. Contact PrintAutoMail today at 951-461-1400 and ask us to give a boost to your Automotive Advertising Campaign.