When considering a direct mail campaign with coupons, you might be inclined to exclude oil changes from it. However, we typically do not recommend this.
We often receive this question, and while we are more than willing to accommodate your requests regarding coupon changes, it's important to note that such changes may diminish the campaign's overall effectiveness. We want to provide you with as much information as possible to help you make the best decision for your shop.
While we typically suggest excluding tires, we highly recommend not excluding oil changes for a specific reason: they are one of the MOST commonly needed services and present a significant opportunity to suggest and sell additional repairs.
If you exclude oil changes on a mailer then the majority of your clients who see the card will think they can’t use it because they only need an oil change. So, it could cut response rates in half. If that customer were to come in and use the coupon for an oil change then you have the opportunity to discuss other services they may need which could more than make up for the amount of the coupon.
For more information see What is direct mail?