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Mudlick Direct Mail customers are CHEAP!

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Just wanted to share my experience with broad offer direct mailers (Mudlick Mail) in this case. We have struggled mightily when we were using broad offers (oil change specials) to attract customers. Generally they would be more rude than my normal clients for whatever reason. Question every little charge beyond their $49.95 oil change (full synthetic with brand specific certification). Besides that on average they would be some of the cheapest customers that ever come through our door. I just had one of our last direct mailers go out in March and I guess we are getting some late adopters coming in. When presented with the inspection report, this customer flat out said, "I don't want to put any money into this car!" Ok... When our ARO is above $1000, attracting these types of clients just doesn't work.

 

If your business model is to escalate your ARO and work with good clients, broad offers are horrible. Just my .02

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