No matter how many new marketing options come onto the scene, automotive direct mail continues to prove itself as one of the most valuable tools in any car dealer’s arsenal. Why? For its ability to drive new sales.

Direct mail is not only something that prospects can see and feel, making it more real, it also has the potential to feel more personal than electronic marketing methods (ie: email). Also, because automotive direct mail is three-dimensional and can take multiple forms – from shapes and sizes to postcards, boxes and stuffed envelopes and even to scratch off cards and coupon books – the creative possibilities are endless.

So, as alluring as new marketing tactics might be, automotive direct mail should be a critical component of your 2013 marketing strategy.

Still aren’t convinced? Well, here are just a few more reasons why good old fashioned direct mail is oh-so-critical even in the modern age:

• Prospects can’t “opt out” of seeing your direct mail message. Email communications and even social media communications can easily be hidden, blocked or relegated to the spam folder. With direct mail your prospect has to at least touch it, even if they're just throwing it in the trash bin.

• It's targeted. Automotive direct mail can be extremely targeted and even get downright personal. Looking to push special financing for the month? You can drill down to the exact income levels or even credit scores of every prospect you're mailing to ensure when they respond it's a quality lead.

• You can use automotive direct mail to drive more interaction and develop personal relationships with customers. Suggest prospects follow your Twitter feed for weekly or monthly service deals. Tell them happy birthday with a free oil change. Ask them to participate in a survey online or to contact a sales representative directly with any questions. A specific call to action is always key.

• It's 100% trackable. With direct mail you can capture every phone call, every mircosite lead and every person who shows up at your store with a mail piece. Do you know exactly how many people came through your doors from radio, tv or your online strategies this month? Direct mail is a medium that can prove its worth with real data.

Bottom line, automotive direct mail is a valuable marketing tactic for the simple fact that it allows you to reach those who you might not otherwise reach with a message that is relevant to their personal situation. That’s essential for a fully optimized and integrated marketing mix – your customers all have different habits, likes and dislikes as far as communication. Meet them where they are – via mailbox, inbox, search results, social feed and broadcast – and you’ll ensure your message will always get through.