Date Submitted: 5/3/2005

Direct mail continues to play key roles in generating traffic for new car dealerships and financing new car purchases, according new study findings released by Vertis.

The study revealed that 43% of adults who plan to purchase a new vehicle responded to direct mail by visiting a dealership in person, while 28% visited the sender's Web site and 14% called an 800 number.

Among consumers who plan to apply for an auto loan, 64% of those who opened a direct mail package said the timing of the mail's arrival was the primary reason they opened it. Similarly, 57% said they're more likely to open direct mail if it contains a special offer or discount.

Price incentives are the biggest motivator for getting 32% of Generation X adults to visit a dealership. Nine percent are motivated by special financing offers.

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