After speaking to a number of Euro & Specialty shops recently about executing targeted direct mail campaigns, I’ve realized there isn’t a clear understanding from the shop owners perspective about the capabilities and source of targeted auto lists. I hope to add some transparency to the subject here.
What type of targeted auto data is available?
Below is a list of 6 categories available to select specific vehicles to target, with the top 3 being the most widely used. I have also attached a sample report that illustrates an example of data from a list that was run by make, model & year.
4. Fuel Type
5. Auto Class
6. Auto Style
Where does this information come from?
This seems to be the point of the most confusion. Targeted auto data is NOT available from any DMV. This is due to what is called the Shelby Act AKA Data Access Act. You can google Shelby Act and read a plethora of information about it on google.
Since the DMV does not release this data, the actual data that is available is compiled using multiple sources. The following list includes the primary sources of where this data is derived from. This list includes but is not limited to:
1. Co-Registration: When someone goes to specific auto service businesses for example, they take down the vin number and car info and then sell this info the list compilers. That is just one example. Over 90% of lists will come from service industries that report the vin info. Info is lacking on new models because they didn’t go to a service provider that releases the data.
2. Responder info: Someone who fills out form from a magazine, surveys, or forms they filled out somewhere, etc.
3. Online insurance quotes
4. Warranty Companies
5. Transactional data: If the consumer has purchased something for their car such as a stereo or running boards, etc.
6. Major Car Clubs of America.
7. Aftermarket Repair Companies
What Questions to ask your direct mail &/Or List provider before purchasing a targeted vehicle mailing list.
1. Is your list triple verified? This means your list must have come from and have been verified by three sources in order for the record to be included.
2. Is your list NCOA’d? To NCOA a list means to utilize the post office data to validate that the recipient’s name matches their current address. This ensures that the owners of the vehicles haven't moved and are in fact located at the address confirmed.
3. Is your List Shelby compliant?
In summation, I can tell you first hand that not all list providers are created equal. I have personally vetted over 10 of the top list vendors to choose our resource for targeted lists. Therefore, my strong recommendation is to do your research, ask all of the questions listed above and get a list count from more than one vendor to compare.
I hope this helps and if there are any questions, please let message me.