In the midst of your “junk” mail, one particular piece catches your eye, one advertising a techno gadget you’ve had your eye on for a while.And there’s a sale on it—all you have to do is enter the following code on the website…In fact, the percentages can increase when the advertising is targeted specifically at a particular community or group.Among African-Americans who receive direct mail, some three-quarters take the time to read what they receive instead of just throwing it away; while Asian-Americans open and read about 90 percent of all their direct mail. Marketers examine categories of customers or prospects they think will be interested in their product or service, and develop or procure lists for making contacts.Such data is not only used to adjust the immediate campaign, but is also coordinated with data from other campaigns in order to present the direct marketing team with a better overall picture of their target markets.The data can then be used to more effectively optimize communication for specific market segments.For example, a new restaurant might prefer distributing flyers or leaflets door to door, which saves money on mailing costs, targets the restaurant’s immediate neighborhood, and provides an opportunity for person-to-person engagement.
All direct marketing communications must include some method with which to track responses.
A call to action might direct customers to call a specific number exclusive to that campaign, or to click on a link to a website with a landing page that exclusively handles responses from a given campaign .
Direct marketers use the response-rate data to gauge how effective their communication is, and whether or not it needs to be changed for the next release.
Lists can be obtained through public or commercial sources, and may represent all the people in a particular neighborhood, all the people who entered a contest drawing, all the people who opted in to a newsletter, a customer list from another business, etc.
Such lists should not be used indiscriminately; instead, the data should be analyzed to create messages and offers that are likely to be relevant to these customers or prospects.
In contrast, general advertising—for example, a billboard promoting a brand concept or product awareness—while seen by the customer, does not call for a specific response, and therefore cannot be easily measured.