Direct marketing is a form of advertising and marketing that attempts to boost sales, circulate brand awareness, and establish direct contact with existing, and potential customers along any communications channels that seem favorable. Some direct marketing techniques include SMS messaging to mobile devices, email campaigns, interactive consumer websites, online display ads, database marketing, printed fliers, catalog distribution, promotional letters, targeted television commercials, response generating print media advertisements, and outdoor advertising media like billboards.
Messages in direct marketing campaigns are heavily data-driven, they focus on the needs and wants of specific audiences, and typically include methodologies for tracking and measuring results like response traffic, conversion, and revenue at as many stages of the sales funnel as possible. For that reason, direct marketing messages yield the best results when combined with analytics tools capable of recording campaign progress from beginning to end, software suites built for data visualization and results reporting, and actionable segments — calls to action — coded into the language.
- What is Direct Mail Marketing?
Some other direct mail marketing strategies include postcards, coupons, special offers, advertising circulars, free newspapers, free trial CDs, catalogs, and pre-approved credit card applications.
Email marketing is now a very popular offshoot of direct mail marketing. However, it’s worth bearing in mind that 37 states now have laws regarding “spam,” or unwanted junk email. Therefore, companies that wish to maintain a positive reputation use an “opt-in” policy for marketing email, targeting only interested customers.
2. What is Direct Mail Advertising?
Direct-mail advertising is the process of sending offers or promotions by mail to current customers or other consumers. Direct-mail advertising pieces often include a sales letter, brochure, order form and prepaid envelope. Small companies will also advertise in direct-mail magazines or inserts with other companies to save on costs. A number of benefits accrue to using direct-mail advertising. Benefits of Direct mail advertising are highly targeted, highly measurable, individualized, cost effective and highly flexible.