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I am considering implementing a direct mailing campaign next year. I recently accuired the business along with the previous owner's Mitchell system and database which goes back 8 years. How far should I go back into the database when deciding who to send mailers to? I am concerned about changed addresses, people who moved, etc.

 

Does anyone have a suggestion on a vendor that does this?

Posted
I use the Mitchell system to organize my service reminders: State inspections, recommended services and major services. I had the Mitchell Company doing it, but found that their CRM was overkill. I now have a company through CARQUEST Auto Parts called Auto Alert, manage my service reminders. I have more control and it costs less. I go back 14 months.

 

I also purchase a mailing each year list for a radius of 5 miles from my shop. For these people I send a quarterly newsletter. This helps prospects for new customers. The newsletter also goes to my regular customers.

 

Another thing I do is email blasts. I collect emails from my customers and all the local businesses in my area. Once a month I send an email newsletter which highlights seasonal tips, promotions and has links to my web site.

 

For the emails I use a company called Constant Contact. Check it out, you can create your own professional looking email and it's very inexpensive. The link is below:

 

http://www.constantcontact.com

 

 

I am going to check out these suggestions Joe, thanks. What would you estimate your response to the purchased lists is?

  • 3 weeks later...
Posted
I am considering implementing a direct mailing campaign next year. I recently accuired the business along with the previous owner's Mitchell system and database which goes back 8 years. How far should I go back into the database when deciding who to send mailers to? I am concerned about changed addresses, people who moved, etc.

 

Does anyone have a suggestion on a vendor that does this?

 

Part of the consideration for how far back you go is based on the shop. For the most part the rule of thumb is to go back 12-18 months. It also depends on what your goal is. You can also do lost customer mailings. But if you are looking to start to send something 12 months is a good place to start.

  • 4 weeks later...
  • 1 year later...
Posted

On the subject of direct mail I will mention the article by Bob Cerullo in The January edition of Motor Magazine. He mentions a recent start up direct mail company started by an automotive guy for automotive mailers. Might be worth checking out. It is called Mudlick Mail Company. Has anyone looked at what they offer or used them? I am going to check them out.

 

MOTOR Magazine Article | MOTOR Information Systems

 

I checked out Muclick. VERY hard sell in my experience. Plan on them calling and emailing you to death, at least until you tell them flat out, unequivocally NO, stop contacting me. And they only wanted to mail a minimum of like 10,000 pieces. NOT a good fit for a small operation. But their program did sound like it was pretty good, if you were big enough.

 

I am sure they aren't the best, but I use CustomerLink for my CRM. Only you will be able to determine what is the best fit for your operation. They are fairly reasonable and have a lot of filtering options. You can check them out at www.customerlink.com. If you are an ASA member they have a discount. Good luck.

Posted

I am considering implementing a direct mailing campaign next year. I recently accuired the business along with the previous owner's Mitchell system and database which goes back 8 years. How far should I go back into the database when deciding who to send mailers to? I am concerned about changed addresses, people who moved, etc.

 

Does anyone have a suggestion on a vendor that does this?

 

Try a company named Demand Force we have had great success for your Mitchell's system

 

Direct Mail - Go to PostCard Mania We have great succes and pricing is in line. They can scrub your list - would do all eight years.

My suggestion is get it scrubbed - do one mailing to all to try to connect with old clients or generate clients from the old street adress now living thier.

 

Company Called [ Mudlick has a good program ]

 

When mailing use a label the states [ name of person or Current resident ] this way it will get delivered.

 

Thanks Dan R.

  • 2 months later...
Posted

I looked into Mudlick. It seemed nice and great. They were awesome at telling me to target areas within 3-5 miles. Only problem is they have a 5000 min. I am a small specialty shop and amost 4100 is outside that zone and I feel it would be a waste. So now I am still looking.

Posted

Agreeed completely. When I talked to them they said they have dealers in Houston. Well I just moved from houston and there are more people in the city of houston than all of Utah where I live. I think they need to really sit down and look at what there asking. I was willing to buy a 1000 pieces, but they said it had to be 5000. Frustrating.

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      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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