We spent $700,000 on direct mail in 2025
Which generated $14M in revenue
20X return. Here's our playbook:
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
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
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
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
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!
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
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!
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
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
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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