Direct marketing

Direct marketing is a form of advertising that communicates a marketing message directly to a potential customer. A direct marketing campaign happens through emails, social media DMs, mail-order catalogs, promotional flyers and coupons, telemarketing, and door-to-door visits.

Direct marketing differs from other forms of advertising that use mass distribution marketing channels, such as TV ads.

Even though a direct marketing campaign might reach millions of people, each instance of direct marketing should feel like a one-on-one conversation between a brand and a potential customer.

To achieve this, direct marketers use personalization techniques, such as mentioning the recipient’s name or referencing a recent action they’ve taken.

The main aim of personalized outreach is to persuade a prospect to take action. That action could be:
- Viewing a website
- Making a phone call to learn more
- Returning a postcard or form to request a quote
- Giving your name and email address
- Making a purchase