2019 summer mailer templates - automotive retailing · 2019-03-14 · 2019 summer mailer templates...

© 2019 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information.

Summer, Memorial Day, 4th of JulyMay, June, July

2019 SUMMER MAILER TEMPLATES

Easy.Engaging.Effective.

14 BRAND NEW DESIGNS • SUMMER PROMO SUGGESTIONS

WHY CHOOSE REYNOLDS AND REYNOLDS? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

CUSTOMIZE YOUR TEMPLATE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

MAILER SIZES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

VARIABLE OFFERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

2019 SCHEDULING SUGGESTIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

DIRECT MAIL STATISTICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

INSIDE TEXT IDEAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

OFFERS THAT DRIVE ACTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

SUMMER TEMPLATES—INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

GENERAL SUMMER TEMPLATES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11–38

POSTCARDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11–26

SELF-MAILERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27–38

SUMMER PROMOTIONAL SUGGESTIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39–40

PATRIOTIC TEMPLATES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41–52

POSTCARDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41–46

SELF-MAILERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47-52

CONTENTS

• Pre-Vacation Tune-up• Windshield Wipers• Cooling System Service

• Car Wash Packages• Air Conditioning• Tire Rotation

OFFERSPOPULAR SEASONAL

© 2019 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information.1

FOR CONSIDERING US!THANK YOUFIRSTLY

WHY CHOOSE REYNOLDS AND REYNOLDS?

PERSONALIZATION

VARIABLE PRINTING

CREATIVE DESIGN

INTELLIGENT OFFERS

SMART DATA

QUICK TURNAROUND

Generate a higher return on your investment with personalized mailers that catch your customers’ attention and convince them to take action .

Send the right offer to the right customers with variable printing. With one campaign you can target multiple customer segments with different offers, increasing response rates and protecting your bottom line . (See page 6 for examples) .

Eye-catching design can mean the difference between your customer reading your direct mail piece or tossing it in the trash. Our creative design will get your message noticed by standing out in the mailbox.

Our nationwide network of marketing consultants has the experience to create offers that bring customers in. Throughout this book, you’ll see examples of the ROI generated when these campaigns have been run for real dealers, and you’ll see the offers that brought customers in.

Send targeted, cost-effective mailers by using data to fine-tune your mailing list. In addition to choosing makes, models, year, and a zip code radius, Reynolds will work with you to identify top prospects.

Within 24 hours, our design team will create a mailer that meets your goals. Following approval, your mailers will be produced in three days or less.


TEMPLATECUSTOMIZE YOUR

OUR TEMPLATES ARE 100% FLEXIBLE!

CHANGE THE CONTENT

CHANGE THE SIZECHANGE THE COPY

CHANGE THE IMAGES

TEMPLATE CUSTOMIZATION

1 . Logo

2. Address, Phone Number, and Website

3 . Choice of vehicle images

4 . Amenities

5. Personalized/variable text

6 . Service hours

7 . Custom coupons

8 . Maps - especially important on conquest pieces!

9 . QR codes

These options can be added to ANY template!

2

3

4

5

8

1

1

6

7

9


SIZESMAILER

SELF-MAILER, with Perforated Certificate or Wallet Card

SELF-MAILER

8½ x 1410½ x 17

8½ x 11Tri-fold

8½ x 11Bi-fold

POSTCARDS6 x 9 6 x 11

6⅛ x 12⅛ 8 x 14Booklet

Style

8 x 146⅛ x 12⅛

with Wallet Card


Variable printing allows you to target different customers with different offers within one mailing. The example below illustrates how offers can be changed based on the customer’s service history. Variable printing can also be used to print variable service advisor names or salesperson names.

OFFERSVARIABLE

3 different targets | 3 different offers | 1 campaign

Target 1Current customers, who had service in the past 5

months, received $5 .00 off.

Target 2Recent inactive customers with no service in the past

6-8 months, received $10 .00 off.

Target 3Longer-term inactive

customers, with no service in the past 9-12 months,

and customers who purchased a car in the last

6-12 months with no service visits, received $15 .00 off.


READY TO GET STARTED? Contact your Reynolds Document Consultant,

or email RDS@reyrey .com .

Mailers will be produced and delivered to the post office within three days of final approval of your artwork and mailing list. To allow time for standard delivery (6-9 days from production) please note the guidelines below for order approval dates. Some deadlines are extended because heavy mail volumes can impact delivery time.

SCHEDULING SUGGESTIONS2019

Holiday Suggested Mail Dates

Summer May–June

Memorial Day By May 7

4th of July By June 13


STATISTICSDIRECT MAIL

2017 RESPONSE RATES MILLENNIALS

THE HUMAN CONNECTION

2017 RESPONSE RATES BY FORMATBut what about all that online marketing? Direct mail response rates blow digital channels out of the water, with no other channel cracking 1% in 2017.

PROSPECT LISTSHOUSE LISTS

ONLINE MARKETING

But what about all those little whippersnappers who are always on their phones?

• 5.1% response rate to house lists (2015 response rate was 3.7%; 2010 was 3.4%)

• 2.9% response rate to prospect lists (2015 response rate was 1.0%; 2010 was 1.4%)

• Nearly 90% of all millennials use paper coupons they get in the mail.

• The response rate for direct mail among people aged 18-21 years old is 12.4%.

Our brains are wired for direct mail: It’s no surprise then that a study conducted by the UK Royal Mail, The Private Life of Mail, concluded that the upswing in the use of direct mail and its enduring effectiveness is because, “Giving, receiving and handling tangible objects remain deep and intuitive parts of the human experience.” This emotional effect is what’s at the bottom of its effectiveness.

• 60% said this effect made a more lasting mental impression on them, making it easier to recall later on.

• 57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship.

• Get personal: Adding a person’s name and full color in the direct mail can increase response by 135%.

https://www.iwco.com/blog/2017/01/20/direct-mail-response-rates-and-2016-dma-report/ • https://compu-mail.com/blog/2017/07/14/30-direct-mail-statistics-for-2017/#DMARRR


IDEASINSIDE TEXT

GENERAL SUMMER

PATRIOTIC

• Pre-Vacation Service Savings• Road Trip Specials• Life’s a Picnic• Summer Picnic Sale• Summer of Savings• Hot Savings• Sizzling Savings• Cool Summer Special

• Beat the Heat• Dog Days of Summer• Sunny Summer Savings• Summer Vacation Sale• Hottest Discounts• Red Hot Savings• Celebrate Summer• Hot Days, Cool Savings

• Red White & Blue Savings• We Want You to Save Big• Patriotic Savings• Hot Dogs. Baseball. Savings

• Firecracker Savings• Positively Patriotic Savings• Let Freedom Ring• Blast Off Sale


DRIVE ACTIONOFFERS THAT

“What’s in it for me?″ That’s how a customer decides to keep or toss your offers. With shorter attention spans than ever before, it’s critical that your offers instantly make the customer say, “I want that.″ The mailer below generated an impressive 10% response rate from inactive customers. It’s a great example of an effective, stand-out mailer.

People generally lose concentration after eight seconds.*

*Source: Microsoft Insights 2015 study. Best Practices: Vehicle based lists vs. Household based lists

Simple offers with minimal restrictions work best. Low price oil changes, tiered discounts based on the amount spent, and flat discounts (such as this offer for $15 off any service) work well. They tell the customer exactly what they are getting without any work to figure out if it is a good deal or not.

Offers must be easy to redeem. Make it easy for customers to contact you. On just this side of the postcard, the website is referenced three times—two times with the web address and once with a QR code.

Personalized offers with the customer’s name grab attention and give the offer a more exclusive feel.

Offers should stand out. In this example, the coupons stand out because the white background contrasts well with the orange surrounding them. The word FREE is in a bright, large font to draw the customer’s attention.


TEMPLATESSUMMER

GENERAL SUMMER

PATRIOTIC

6 x 9" POSTCARD

6 x 11" POSTCARD

6⅛ x 12⅛" SELF-MAILER

8 x 14" SELF-MAILER

8½ x 11" SELF-MAILER



THEMES SIZES

REALRESULTSThroughout this book, ROI results are shown for previous customers who ran a campaign that utilized artwork similar to the templates shown. Each customer’s results will vary based on the offers, mailing list criteria, radius, and individual market factors.


NEW!

TEMPLATE SM43GENERAL SUMMER

6 x 9” POSTCARD

Front

Back

WANT TO SEE A SAMPLE?

Contact your Reynolds Document Consultant, or email

RDS@reyrey .com .

11© 2019 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information.

TEMPLATE SM42GENERAL SUMMER6 x 11" POSTCARD

NEW!

Front

Back


TEMPLATE SM41

NEW!

GENERAL SUMMER

6 x 9” POSTCARD

Front

Back



NEW!

Front

BackWANT TO SEE A

SAMPLE? Contact your

Reynolds Document Consultant, or email

RDS@reyrey .com .


TEMPLATE SM39

NEW!

GENERAL SUMMER

6 x 9” POSTCARD

Front

Back



NEW!

Front

Back


TEMPLATE SM37

NEW!

GENERAL SUMMER

6 x 9” POSTCARD

Front

Back


GENERAL SUMMER6 x 11" POSTCARD

Front

Back

TEMPLATE SM25



RDS@reyrey .com .


GENERAL SUMMER

6 x 11" POSTCARD

Front

Back

TEMPLATE SM24

REALRESULTS

ROI: $9:1

TARGET: CONQUEST CUSTOMERS & EXISTING CUSTOMERS WITH ONLY 1 SERVICE VISIT IN PRIOR 15 MONTHS

HOOKS: BUY 1 GET 1 FREE OIL CHANGE; COMPLIMENTARY A/C INSPECTION

Here’s how this campaign performed for one of our customers!


Front

Back

REALRESULTS

ROI: $60:1

TARGET: ACTIVE CUSTOMERS

HOOK: $10 OFF OIL CHANGE



TEMPLATE SM23


Front

Back

GENERAL SUMMER

6 x 9" POSTCARD

TEMPLATE SM17

REALRESULTS

ROI: $16:1

TARGET: CONQUEST CUSTOMERS

HOOKS: $14 .95 CONVENTIONAL/ $39 .95 SYNTHETIC OIL CHANGE



Front

Back


TEMPLATE SM11

REALRESULTS

ROI: $25:1

TARGET: INACTIVE CUSTOMERS

HOOKS: 10% OFF ANY SERVICE; $49 .95 SYNTHETIC OIL CHANGE



Front

Back

GENERAL SUMMER

6 x 11" POSTCARD

TEMPLATE SM10



RDS@reyrey .com .


Front

Back


TEMPLATE SM7


Front

Back

GENERAL SUMMER

6 x 9" POSTCARD

TEMPLATE SM3

REALRESULTS

ROI: $59:1

TARGET: ACTIVE & INACTIVE CUSTOMERS

HOOKS: $49 .95 SYNTHETIC OIL CHANGE AND TIRE ROTATION; BONUS BUCKS



Front

Back


TEMPLATE SM1



RDS@reyrey .com .


NEW!

GENERAL SUMMER

8 x 14″ SELF-MAILER

TEMPLATE SM36

Outside

Inside

FOLDED

Back

Front


GENERAL SUMMER8 x 14″ SELF-MAILER

TEMPLATE SM33

NEW!

Outside

Inside

FOLDED

Back

Front


GENERAL SUMMER

8 x 14″ SELF-MAILER

Outside

Inside

FOLDED

Back

Front

TEMPLATE SM28

REALRESULTS

ROI: $13:1


HOOK: $34 .95 OIL CHANGE WITH COMPLIMENTARY CAR WASH



GENERAL SUMMER8 x 14″ SELF-MAILER

FOLDED

Back

FrontLIFT THE FLAP TO REVEAL AN OPEN GRILL AND CONVERTIBLE!

Outside Inside

TEMPLATE SM27


GENERAL SUMMER

8½ x 14″ SELF-MAILER

FOLDED

Back

Front

TEMPLATE SM26

Outside

Inside31

© 2019 The Reynolds and Reynolds Company. All rights reserved. Confidential and Proprietary Information.

Outside

InsideBack

Front

FOLDED

GENERAL SUMMER10½ x 17″ SELF-MAILER

TEMPLATE SM20

REALRESULTS

ROI: $21:1


HOOK: PRE-VACATION SPECIAL (OIL CHANGE AND TIRE ROTATION) $39 .95



Outside

InsideBack

Front

FOLDED

GENERAL SUMMER


TEMPLATE SM19

REALRESULTS

ROI: $57:1

TARGET: ACTIVE & INACTIVE CUSTOMERS (0-24 MONTHS) IN A 10 MILE RADIUS

HOOKS: $8 OFF OIL CHANGE; 10% OFF FACTORY MAINTENANCE



Outside

InsideBack

Front

FOLDED

TEMPLATE SM18GENERAL SUMMER10½ x 17″ SELF-MAILER

REALRESULTS

ROI: $14:1


HOOK: $12 .00 OFF OIL CHANGE AND TIRE ROTATION



Outside

InsideBack

Front

FOLDED

TEMPLATE SM15GENERAL SUMMER



Outside

InsideBack

Front

FOLDED

TEMPLATE SM14GENERAL SUMMER10½ x 17″ SELF-MAILER

REALRESULTS

ROI: $12:1


HOOK: OIL CHANGE, TIRE ROTATION, AND INSPECTION, $36.22



Outside Inside

Back

Front

FOLDED

GENERAL SUMMER

6⅛ x 12⅛″ SELF-MAILER

TEMPLATE SM12

REALRESULTS

ROI: $31:1


HOOK: BUY ONE- GET ONE FREE OIL CHANGE



Outside Inside

Back

Front

FOLDED

TEMPLATE SM5GENERAL SUMMER6⅛ x 12⅛″ SELF-MAILER


SUGGESTIONSSUMMER PROMOTIONAL

PROMOTIONAL ITEMS

FLAG KEY CHAINKT5219Show off your patriotism with this American flag key chain.

CAPTAIN’S CHAIR45009Relax in the great outdoors in the privacy of your own back yard, at the lake or your favorite game! More than a chair, it features 2 can holders and its own carrying case.

KOOZIE® COLLAPSIBLE NEOPRENE CAN KOOLER46063Perfect for any indoor or outdoor event. Folds flat–perfect for mailings. High-quality, wetsuit-like material. Fits snug on a can.

USB FLASH DRIVESSWIThis top-selling USB drive is a great way to provide customers with documents, presentations, files, and more.

PATRIOT 20QT COOLERPT-COOLER20The 20 qt. Patriot Cooler is built for all of your adventures! Whether you’re heading out for a day trip to the beach, fishing on the lake, or watching the kids play their favorite sport, the Patriot Cooler keeps food and drinks colder with its extra thick insulated walls.

WANT TO SEE MORE GREAT SUMMER PROMO ITEMS?Contact your Reynolds Document Consultant today!


NIKE CORE COTTON TEENKBQ5233 (M) NKBQ5236 (W)The Nike Core Cotton Tee is made of pure cotton for all-day comfort and lasting wear. Durable rib knit crew neck with interior taping. Heat transfer label for tag-free comfort.

NIKE DRI-FIT WOVEN POLO838958 (M) 838960 (W)A stretch woven front joins with a knit back for exceptional ease of movement and a sleek, high-performance look. Dri-FIT moisture management technology helps keep you dry and comfortable.

SPACE DYE POLO3814 (M) 2814 (W) TopShield™ Technology Moisture Wicking and Anti-Microbial fabric properties. UV Protection tested & rated to provide Ultraviolet Protection Factor of 20+. Contemporary styling with self-fabric collar. Taped neck seam and heat-sealed back neck label.

CALLAWAY OTTOMAN POLOCGM441 (M) CGW435 (W)Opti-Dri technology transfers moisture away from the body to keep you cool and dry. UV Repel technology keeps skin safe from the sun’s harmful rays. UPF 15+. Rib knit collar. 3-button placket with Callaway embossed buttons. Double needle hemmed bottom with side vents.

APPAREL

SUGGESTIONSSUMMER PROMOTIONAL

UNDER ARMOUR CORP PERFORMANCE POLO1261172 (M) 1261606 (W) Smooth, soft anti-pick, anti-pill fabric has a cleaner, snag-free finish. Four-way stretch fabrication allows greater mobility in any direction. Anti-odor technology prevents the growth of odor causing microbes. 30+ UPF protects your skin from the sun’s harmful rays.

TO SEE MORE SUMMER APPAREL OPTIONS . . .Contact your Reynolds Document Consultant today!


PATRIOTIC

6 x 11" POSTCARD

NEW!

TEMPLATE SM31

Front

Back

REALRESULTS

ROI: $56:1

TARGET: ACTIVE & INACTIVE CUSTOMERS, LAST SERVICE 4-18 MONTHS PRIOR

HOOK: $5 OFF OIL CHANGE; 10% OFF ANY MILITARY SERVICE MEMBER



PATRIOTIC

6 x 11" POSTCARD

TEMPLATE SM35

NEW!

Front

Back

REALRESULTS

ROI: $28:1


HOOKS: $10 OFF OIL CHANGE; BONUS BUCKS




RDS@reyrey .com .


PATRIOTIC

6 x 9" POSTCARD

Front

Back

TEMPLATE SM29

REALRESULTS

ROI: $19:1

TARGET: CONQUEST

HOOKS: $10 .00 OFF OIL CHANGE; BONUS BUCKS



PATRIOTIC

6 x 9" POSTCARD

Front

Back

TEMPLATE SM22

REALRESULTS

ROI: $33:1


HOOK: 12% OFF ANY SERVICE



Front

Back

PATRIOTIC

6 x 9" POSTCARD

TEMPLATE J4-1



RDS@reyrey .com .


Front

Back

PATRIOTIC

6 x 9" POSTCARD

TEMPLATE SM9


NEW!

PATRIOTIC


TEMPLATE SM32

Outside

InsideBack

Front

FOLDED


NEW!

PATRIOTIC

FOLDED

8 x 14" SELF-MAILER

Back

Front

Outside

Inside

TEMPLATE SM34

REALRESULTS

ROI: $5:1

TARGET: INACTIVE SERVICE CUSTOMERS, AND SALES CUSTOMERS WITH NO SERVICE VISITS, 8-20 MONTHS

HOOKS: $39 .95 CONVENTIONAL / $59 .95 SYNTHETIC OIL CHANGE



PATRIOTIC

FOLDED

8 x 14" SELF-MAILER

Back

Front

Outside

Inside

TEMPLATE SM30


Outside

InsideBack

Front

FOLDED

PATRIOTIC


TEMPLATE SM21


Back

Front

FOLDED

PATRIOTIC


Outside

Inside

TEMPLATE SM16


Outside Inside

Back

Front

FOLDED

PATRIOTIC

6⅛ x 12⅛″ SELF-MAILER

TEMPLATE SM13


2019 summer mailer templates - automotive retailing · 2019-03-14 · 2019 summer mailer templates...

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