To understand the importance and the value of direct marketing you need to understand what a powerful marketing tool this technique can be.  Although this is considered to be a marketing sub-discipline, it is still a viable technique that is constantly being employed in most promotional campaigns.  Despite techniques currently employed in both offline and online sectors, direct marketing is still one of the most cost-effective, efficient, and profitable forms of advertising.

What Differentiates Direct Marketing from Other Types of Advertising Venues?

There are two distinct aspects that differentiate direct marketing from all other types of promotional techniques.  Most importantly, direct marketing techniques attempt to deliver messages directly to the consumer without media intervention.  In other words, commercial communication venues such as direct mail, e-mail, or telemarketing are just a few of the venues of choice.

Secondly, purchases that are stimulated by a particular “call to action”, namely those utilized in e-mail marketing on the internet or sales letters, have proven themselves to be a viable option when it comes to direct marketing and a good return on that investment.  Additionally, these forms of direct marketing rely heavily on measurable or trackable results based on customer response.

Why is Direct Marketing so Effective during Lean Economic Times?

Based on the above aspects, direct marketing is often referred to as “direct response marketing.” In other words, if the consumer is asked to take a certain course of action, such as calling a toll-free number or visiting a specific website, this promotional effort is referred to as “direct response marketing.”  It is the type of marketing that evokes a response by the consumer.

Characteristically, there are 10 different channels of direct response marketing inclusive of the following:

• broadcast (or bulk) faxing
• coupons
• direct mail and business card exchange
• direct selling
• direct response TV marketing
• door-to-door leaflet distribution
• e-mail marketing
• integrated marketing campaigns
• telemarketing
• voicemail messaging

From an economic standpoint, direct response marketing involves interaction between an advertiser and consumers, therefore eliminating the middle man such as a distributor or a retailer.  This is an ideal advertising venue when local, state, or national economies are in a downswing and every business is literally counting their pennies.  There are 4 primary elements that are characteristic of direct response marketing:

• an introductory offer
• explicit consumer information regarding the product or service
• a specific “call to action”
• means of responding to the offer – e.g. an e-mail address, a toll free telephone number, or a website URL

The Pros and Cons of Direct Marketing

Since the positive effects of direct marketing can be measured or tracked, this is an attractive form of advertising.  Typically, a 1% response factor is acceptable and equally profitable.  In other words, if you send out a million solicitations and 10,000 consumers respond to this, you’re considered successful with this endeavor.  Conversely, certain direct marketing techniques are criticized as being intrusive solicitations.  For example, direct mail that overloads your mailbox is considered “junk mail” and unwanted e-mail messages are considered to be SPAM.

Here are some tried-and-true tips that will help you achieve higher response rates with your direct mail campaign.

• Create an eye-catching design

You want prospects to read your postcard and act on your offer. If the design of your postcard is dull, the recipient will quickly lose attention. However, a little goes a long way. Resist the temptation to use too many fonts and graphics.

• Color me successful

Color makes your direct mail piece stand out in the pile of advertising competing for your prospect’s attention. The cost of printing full-color (4/4) postcards isn’t much more the cost of printing two-color postcards or 4/1 postcards.

• Talk up the benefits

Ask yourself why customers would be interested in your product or service – does it save them time or money, improve their health, make life more convenient? Instead of simply listing features in the copy, play up the benefits.

• It’s all about the offer

It’s not just enough to send out a postcard that talks about the wonderful products and services you provide. To make your direct mail campaign successful, you need a persuasive offer. A free consultation or a discounted purchase works well.

• Act now before it’s too late!

Remember to make your offer time-sensitive. You can include copy such as “limited time offer,” “call today,” or “offer valid until.” This creates a sense of urgency which makes it more likely that your prospect will act upon your offer.

Full-color postcards are a great way to develop a successful direct mail campaign. By using these postcards effectively – a good, colorful design and a time-sensitive offer – you can stand out from the direct mail competition and increase your business.