Reach More Customers With Direct Marketing

Direct marketing, including direct mail, telemarketing and email marketing, is the most traditional and cost effective form of advertising. While television and radio advertisements have the ability to bring in a lot of business, they are expensive and cannot target an ultra-specific audience. Direct marketing, however, has the ability to focus on a specific group of people and present them messages tailored distinctively for them.

Direct marketing encompasses the traditional method of direct mail, as well as telemarketing. Email marketing is also a very low cost method of advertising that is sent to consumers directly. In an effort to cut down on waste and build a customer base, direct marketing requires a significant amount of research. Defining your target audience will help you streamline your message and send materials directly to those folks, instead of blanketing a region with the same, generic message. This research is an ongoing process, and should be constantly tweaked as a result of the response you receive.

The goal of direct marketing is simple: Turn people into customers through a series of advertisements that peak their interest. Peaking their interest can be a challenging task. Direct mail can be seen as “junk mail” and thrown out before it is even fully read. How often have you received “junk mail” and thrown it out before reading it? Think about what it would take for a piece of direct mail to grab your attention and cause you to read it. Put those characteristics into your direct mail. In order to grab the attention of a perspective customer, you must make your direct mail stand out. Use a simplistic, yet eye-catching, design and copy that is compelling and inspires the reader to take action.

It is easy to send out a mass email or mass direct mail campaign that encompasses a wide area of people with a picture of your product and it’s price. However, this is not the most effective way of direct marketing. Research must be done to tailor your advertisements to a select group of people. Let’s say you’re in the electronics business. About 150 of your clients and people who give feedback either in-store or online are people who regularly buy surround sound speakers. Shouldn’t your message to them specifically target their interest in surround sound speakers? Finding a group of people who show interest in a particular product makes it easy to craft a direct mail or email advertisement that peaks interest and inspires people to become either first-time or repeat customers.

The next time you are trying to figure out how to reach more people and increase your bottom line, consider the proven effective strategies of direct marketing. Putting time and effort into the proper research to craft an advertisement that is compelling will surely pay off in the long run and significantly increase your profit margin.