– Achieving marketing goals

Direct marketing example

direct marketing examples

What is Direct Marketing and how can you use it to achieve your marketing goals? Actually, Direct Marketing is the opposite of mass marketing. Direct Marketing focuses on obtaining and maintaining direct and personal contact with your (potential) customer. In most cases, Direct Marketing is used to encourage customers or relations to take action. For example, you send a card by post with an action code that your customer can redeem online for a new purchase. Of course, it could also be a sign-up on your website or a registration for an event. So the aim is to elicit a certain response or action. This response is measurable, making costs and revenues transparent. Some examples of different forms of Direct Marketing are: relationship marketing, database marketing, Direct Mail Marketing, e-mail marketing, event marketing and e-commerce.
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Knowledge about your target group

Getting started with direct marketing

To personally approach your (potential) customer with a nice offer, you need certain data. We assume you already have a good idea of your target group. But in order to approach your prospects and customers personally, you also need to know where he or she is. One segment of your target audience might be mostly online, while another segment prefers to be approached by mail. Whether you choose an online or offline approach (or perhaps a combination of both), you need certain data. Think of address details, e-mail addresses or information about your customer's preferences and (online) behaviour. This way, you not only know where, how and when to reach your target group, but also what is an attractive and relevant offer for them. Residents of a flat, for instance, are not waiting for an offer on a lawnmower. So make sure you have the relevant knowledge about your target audience.

Which form of direct marketing do you choose?

It is not only your target audience that determines which form of Direct Marketing is best for you. Your objectives and message are also decisive. If you want to invite a relation to an event, a personal invitation by post is an appropriate tool. You give them a nice card in their hands that will be put up until the day of the event and serve as an admission ticket right away. If you want to send a loyal customer a weekly discount code, it makes sense to opt for e-mail marketing, given the lower costs. Of course, you can also use different means that complement and reinforce each other. This often ensures a higher response rate to your Direct Marketing campaign. We call this a cross-media or multi-channel approach. We give an example of such an approach. You first attract your customer's attention by sending him a surprise package. In an accompanying letter, you refer to an online promotion page where your customer can redeem a nice discount. Of course, the promotion page also contains more information about your product or service and your customer can sign up for the newsletter (this way, you immediately have the customer's e-mail address). A few days later, you thank him for the purchase with a personalised card, remind him of the great offer still waiting (reminder mailing), or ask him in an e-mail to give feedback on your service and product.
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Tips and tricks

The use of direct marketing

It has been mentioned before, but it is too important not to mention it explicitly again: a promotion, discount or gift is guaranteed to increase the response rate to your campaign. But then, of course, the recipient has to open the envelope (e-mail, package) first. So make sure your mailing stands out. With the many options of physical Direct Mail, this is certainly achievable. Compared to an e-mailing, this form of Direct Marketing offers you a greater chance of getting noticed.

In terms of the content of the mailing, a number of things are important. Recipients like to be addressed personally and want to know who the letter or e-mail is from. Just a company name is therefore not enough. Preferably sign a mailing with a personal sender.

A pitfall in all communications is not making a clear choice when defining the message. It is tempting to quickly mention some other things in the mailing, but that is a shame, because that way the message loses its power. Setting clear goals in advance can help. Formulate SMART objectives and also track results in the interim.

Content-wise, there is another important point to consider: a strong call-to-action. What should the recipient do after reading the mailing? Make it as easy as possible for your customer. For example, choose a QR code that takes them directly to your campaign page.

As fans of and experts in Direct Mail Marketing, we are happy to share our knowledge with you. For a personal, no-obligation discussion, please contact us.

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