Part 1: Defining Direct
marketing is accountable. It is advertising you can justify and track.
Not only is direct email marketing measurable but it can easily be
adapted to fit your advertising budget.
The heart of
direct email advertising is in the planning, organizing and pricing of
the marketing campaign. Small business entrepreneurs must match mailing
list selection to prospect profiles and design a campaign that targets
the customer. Most importantly, providing follow up service with
back-end analysis, fulfillment of orders and inquiries this allows a
small business to test and measure campaigns quickly and inexpensively.
A small business
financial planner can than focus on the most profitable segments
of a campaign. Direct email marketing is efficient its small target
groups made up of the most interested prospects for a product or
Direct mail and
direct marketing are sometimes used interchangeably. Direct marketing
can be used effectively in many different media's and is not limited to
direct mail advertising. Direct marketing goes far beyond sending self
contained mailers. This reality is truer online since, accumulating
opt-in permission based names for e-mail promotions can be done at a
fraction of the cost of bulk mail marketing campaigns.
advertising can be used in variations to support marketing and
promotional activities for driving traffic to your Web site or inquiries
for a product or service.
A study recently
published in the Marketing section of the Wall Street Journal
(December 2002.) Indicates that media spending will shift away from
traditional media advertising and switch towards Internet marketing and
direct mail since they appear to be more promising. "E-mail
marketing is more measurable and is seen as a good value for the money
as people get better customer targeting".
The growth of
direct email marketing online and off has grown tremendously over the
last few years. The benefits and profit potential online
has been recognized worldwide and will be the number one advertising
vehicle both online and off for the following reasons.
drive direct marketing.
If you donít already think of your marketing in terms of benefits, now
is a good time to start. Direct marketing is like no other form of
advertising since you have control over your message and
you control everything color, design, the list, and your budget and
The flexibility of
direct email marketing helps you to broaden your thinking. Precise
targeting allows you to search for specific products. The more
precise your message is the less money and time you spend on people who
are not interested or qualified to use your product. Direct email
marketing is an equalizer for a small business. Finally, you are
able to compete with larger competitors with targeted messages and react
quickly to changes in the market because of your small size.
is immediate and personal. What is more immediate and personal
than a letter? New opt-in email technologies allow you to reach
thousands of prospects in minutes with a personalized message including
name and personal interests.
is a more testable form of advertising. Every mailing campaign
you run is an opportunity for you to test something and gain information
that can help you improve your marketing. You always have the
opportunity to test different lists, offers and packages. You need to
have a good tracking program in place to do this effectively.
Barwise - London Business School management and marketing.