We spent $700,000 on direct mail in 2025
Which generated $14M in revenue
20X return. Here's our playbook:
Some context
I’m the 4th largest Midas Auto Repair franchisee in the country
35 locations in Philly/New Jersey
$50M in revenue
Direct mail has been our main local marketing strategy for years
We have multiple marketing layers as part of a national franchise system
The franchisor handles everything digital on a national level
I supplement with local direct mail
Most people get their cars fixed within 1 mile of where they work or live
People don't drive way out of their way
This makes direct mail very powerful in our business
We mail to 5,000 single-family homes every month per shop
We pick specific mail routes within a 1-2 mile radius
In highly urban locations we have to be very selective in our routes
In suburban locations we can blanket the area
Every quarter we do a "match back"
Matching addresses we mailed with customer invoices
The best locations generate $40 in sales for every $1 spent!
The worst only generate $8 for every $1 spent. We average $20
We can drill down to route-specific data to add or remove as needed
The piece needs to look good & grab attention
You need a strong "call to action" (CTA)
We run aggressive offers:
- Buy 1 Oil Change, Get 1 Free
- Buy 3 Tires, Get 1 Free
- Up to $100 off Brakes
- Free flat repairs
$5 off isn't going to get anyone in!
Consistency is the key
You're not going to see great results from mailing 1 or 2 times
We mail every month, all year round
People only visit auto repair shops 2-3 times per year
Our goal is to be top of mind when there's a need
I use Mail Shark who’s facility happens to be an hour from me
I just released a video going behind the scenes diving into the process to print millions of mailers
Do you think of direct mail?
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