Hypothesis

Direct marketing is still one of the most powerful mediums in use today. There are few other marketing tools that have the ability to deliver your message to exactly the people you want to see it at a low cost per impression. The fact that your physical and virtual mailbox is still filled with this this type of medium proves that it is effective. Here are five reasons why direct marketing is still effective when it comes to telling your story.

1. Direct marketing can be highly targeted.
2. Direct marketing can incredibly relevant, and personalized.
3. Direct marketing can be easily measured and optimized.
4. Direct marketing supports other marketing efforts.
5. Direct marketing has a proven track record.

Methodology

Effective direct marketing methodology is simple. It's all about getting the right message to the right people via the right media and methods—effectively, efficiently, and profitably. Getting there requires that our methods have a few checkpoints.

• Disruptive - Your marketing must be powerful, persuasive, intriguing and compelling. If it's me-too-ish, dull, mundane, unexciting, or all about the lowest price, you'll be wasting your time and money.
• Precise - Your direct marketing message should be precisely targeted for your perfect audience, excluding all others. By concentrating your marketing firepower on a specific audience, you'll be making the best use of your resources.
• Personalized - Is your marketing static or does it take into account the demographics and psychographics of the individual? Relevant communications always achieve a higher response rate than sending a single message to an entire audience.

Objectives

There are dozens of direct mail marketing objectives. Generating sales, acquiring new customers or referrals, and expanding your market to a larger audience are just a few examples of direct mail marketing objectives.

Marketing objectives and goals for direct mail advertising can be more customer-oriented, such as upgrading customer service, building top-shelf customer loyalty, and fueling higher purchase from existing customers.

Other direct marketing plan objectives include delivering company news, bringing in foot traffic, responding to competitors, and testing product or service appeal. Direct mail services may also attempt to build up brand awareness or bolster other marketing initiatives with a direct mail marketing campaign.

In fact, a simple marketing objective of direct mail may be to warm-up customers for marketing cold calls.

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