Direct marketing is a form of advertising where a company markets directly to customers and potential customers through channels like direct mail, email marketing and text messaging. Like all marketing methods, there are both advantages and disadvantages of direct marketing.
Advantages of direct marketing
Through segmenting your data lists you can select a precise group of people to target with your direct marketing. This means your campaign will only reach people who are likely to be interested – thereby reducing waste and cost. A targeted direct marketing campaign will provide you with a more accurate understanding of how your customers are responding to your campaigns.
One of the biggest advantages of direct mail is how easy it is to personalise. This can be as simple as using someone’s name on your marketing communications or as detailed as personalising the content and offers they receive. By creating these personalised messages you can make a customer feel valued and increase their loyalty to your brand. Response rates should also see a positive impact from personalisation, not just because of a feeling of brand loyalty, but because a tailored offer is more likely to be of interest to a customer.
Many forms of direct marketing including direct mail, email marketing and text marketing are actually very affordable. Using your own data list and ensuring it is properly cleaned before use, can ensure you make the maximum savings on your direct marketing campaign.
One of the biggest misconceptions about direct marketing is that it is hard to measure. This is actually not the case as long as a measurement strategy is put in place before sending a campaign. Ways this can be done include adding tracking to any links in a text or email campaign, or adding a unique phone number or landing page address to a direct mail campaign.
Disadvantages of direct marketing
Due to the personalised nature of direct marketing, some recipients may find it to be intrusive. This is especially the case with marketing they receive on their devices or in their homes. The easiest way to avoid this is by carrying out permission- based marketing – only sending communications to those who have explicitly opted in.
This is dependent on the type of direct marketing, but generally refers to direct mail. The environmental impact of direct mail includes water use, air pollution and of course deforestation. You can help combat the latter by ensuring any paper used for your direct mail is both recycled and recyclable and only using polywrap where absolutely necessary or choosing a biodegradable wrap. The most effective way to reduce the environmental impact of direct marketing is to ensure it is only sent to the right recipients only, leading onto our next point…
Data must be looked after
In the age of GDPR, looking after your data lists is essential. Not only should you ensure you have a clean data list from a security perspective, it can also make a huge difference to your response rates and the overall success of your campaign. Each year a business can encounter data decay of over 24%, so staying on top of your data lists and cleansing them before a big direct marketing send should be a top priority.
Contact us about your next direct marketing campaign
If you’re looking to send a direct mail campaign or want to ensure your data is clean and effective, contact the experts at Mailbox today by emailing firstname.lastname@example.org today or by calling 0116 240 5712