State of Direct Mail 2025 | Automotive
Direct mail drives a stronger sense of brand trust
In the automotive space, direct mail is still highly effective, especially when it delivers value. From oil change reminders to loyalty perks, 86% of consumers want to receive mail from automotive brands, and they're most likely to engage when there's a clear discount or a useful nudge about service. For brands that rely on routine touchpoints to stay top-of-mind, direct mail is a powerful tool, if you get the format and messaging right.
High earners are paying attention to automotive mail.
A third of consumers put automotive mail into the bin without reading it, but that number drops significantly among higher-income households. People earning $100K+ are more likely to open and act on service reminders, upgrade offers, and dealership outreach right away.
What do you typically do with direct mail you receive from brands in automotive?
Pre-approval notices, bank statements, etc.
Discounts and relevance are the top drivers of engagement.
The most effective way to get automotive mail opened? Make the value clear and immediate. Discounts, reminders for services the customer actually needs, and recognizable branding all help ensure the message gets read instead of recycled.
What would make you more likely to read direct mail from an automotive brand?
Direct mail builds credibility in automotive.
Compared to other industries, automotive mail has one of the strongest impacts on brand credibility. Over a third of consumers say they trust a brand more after receiving a piece of direct mail, with only 10% viewing it negatively.
When a automotive brand sends you a piece of direct mail, how does it impact your view of the brand sending the mail?
Postcards are the go-to for grabbing attention fast.
When it comes to format, postcards are the clear winner for automotive mail. They’re easy to skim, quick to recognize, and perfectly suited for service reminders or time-sensitive offers. Letters and brochures follow behind but don’t match postcards’ visibility.
Which of the following formats of direct mail are you most likely to read if it is sent from an automotive brand?
Service, savings, and samples: What drivers want in the mail
Consumers want mail that helps them care for their vehicle or saves them money. Top-performing content includes service discounts, free samples, loyalty rewards, and birthday coupons. Personalized dealer messages and trade-in estimates matter too, but mass marketing doesn’t resonate unless there’s something valuable inside.