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Mail Shark

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About Mail Shark

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  • Business Name
    Mail Shark
  • Business Address
    4125 New Holland Road, Mohnton, Pennsylvania, 19540
  • Type of Business
    Marketing to Auto Shops
  • Your Current Position
    Marketing To Shops
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  1. 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. 1. Make 2. Model 3. 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 8. Etc., 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. Targeted List Example.xls
  2. 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. 1. 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. 1. Make 2. Model 3. Year 4. Fuel Type 5. Auto Class 6. Auto Style 2. 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 8. Etc., 3. 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. Targeted List Example.xls
  3. Mail Shark

    Mail Shark

  4. Are you using direct mail to market your auto shop? If you aren’t, it’s time to add this tried and true method to your marketing line-up. Direct mail is great for auto shops, whether you’re trying to increase your car count with new customers or retain existing ones. In this blog, we’ll explain how you can use direct mail to fill your bays and maximize your ROI. Be Consistent with Your Direct Mail Wondering why direct mail is a smart choice for auto shops? One of the biggest reasons is its effectiveness at driving new and returning business to your garage. However, to make direct mail work, you have to reach your prospects consistently. It’s a proven fact that it takes three or more exposures to an advertising message before consumers take action. That means you have to send multiple direct mail campaigns to stay top-of-mind and steadily grow your car count. Your customers might not be ready for a specific service when you mail the first time, but with persistence, they’ll eventually be ready to give you a chance to earn their business. Diversify the Automotive Coupons You Send Every auto shop should be sending coupons to their prospects. According to an NCH Marketing survey, 84% of consumers say coupons directly impact their store selection. And Vouchercloud found that 57% of shoppers make purchases at businesses they haven’t been to before because they were able to use a coupon. Make sure you diversify your coupon offerings, though. Don’t mail out coupons for similar services, like a serpentine belt replacement and a timing belt replacement. And make sure you’re sending offers that appeal to a broad audience. You should also avoid mailing coupons that are too specific or too technical. If your coupon can’t be used by almost anyone or would confuse someone who doesn’t know much about cars, don’t use it. We recommend sending the following three coupons with your direct mail: Oil Change Special Coupon This coupon gets prospects through your doors for a common, inexpensive service. Treat them well, and you can earn their future preventative maintenance and more expensive repairs. Tiered Dollar-Off Coupon Everyone can use this all-purpose coupon, so it’s sure to score you lots of new business. Always use this over a coupon for specific parts or services that aren’t useful to everyone. Free Warning Light Scan Coupon Offer a free warning light scan to bring people in for diagnostic tests. Once you’ve pinpointed their vehicle’s problem, you have the opportunity to earn their business and repair the issue. Conclusion Want to learn more about how direct mail can benefit your shop? The team of automotive direct mail experts at Mail Shark are available to consult with you on the best strategy for your business. Don’t hesitate to get in touch with us today by visiting this page or calling 484-738-0814.
  5. Mail Shark is a full-service print and direct mail company specializing in helping auto repair shops and tire dealers increase their car count and customer base. We approach direct mail strategically by providing penetration reports and demographic analysis to make sure you’re reaching the right people with a variety of exciting products. Not only do we make direct mail affordable by giving you the flexibility to spread out your mailings and payments on a weekly basis, our approach makes it easier for you to manage your car count, budget, and your business. From expert consulting and professional design to commercial printing and postal expertise, we’re a one-stop-shop for all your direct mail needs. This full-service approach allows us to offer unbeatable pricing and unmatched customer service. Best of all, we’re independently owned and operated, which means we work for you, not a group of investors.


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