Direct marketing is attractive to many people, because in many cases its positive effect can be measured directly. For example, if a program of 500 solicitations by mail are sent out and twenty customers can be tracked as having responded to this specific promotion, one can say with some confidence that the campaign led directly to the responses – and a “return on investment” can also be determined. By contrast, measurement of other marketing media must often be indirect, since there is no direct response from a consumer.
Direct-response marketing seeks to elicit action. It is inherently accountable since results can be tracked and measured. Direct-response advertising is characterized by four primary elements:
- An offer
- Sufficient information for the consumer to make a decision whether to act
- An explicit “call to action”
- Means of response (typically multiple options such as a toll free number, web page, and email)
Probably the most commonly used medium for direct marketing is mail, in which marketing communications are sent to customers using the postal service. With full service programs starting at just 100 mailing pieces, we can provide direct mail advertising postcards, brochures, letters, catalogs, free trial CDs, and other merchandising invitations to targeted homes or businesses.
Email Marketing has become the second most common form of direct marketing, recently surpassing telemarketing. Recognizing that email service providers have developed increasingly effective email filtering programs that can interfere with the delivery of email marketing campaigns – even if the person has subscribed to receive them – the key then to successful email marketing is to present the right message to the right target group. We provide email creation, list management, and email distribution services. Give us a call today so we can discuss your custom email marketing needs.
Whether we are putting together a direct mail or email program, we first set out to develop a database of recipients considered most likely to respond positively. For example a person who has demonstrated an interest in golf may receive direct mail for golf related products or perhaps for goods and services that are appropriate for golfers. Or, it might be as simple as targeting a neighborhood of homes in a specific area or utilizing your own list of email addresses.