Direct Marketing Tools and Measures
Direct marketing always aims to address customers directly and prompt a response. Due to the strong interaction between the provider and the customer, direct marketing is also referred to as dialog marketing, with the terms often used synonymously.
Through direct individual communication, direct marketing measures work towards a specific reaction from new or existing customers. To measure the success of a direct marketing campaign, there is at least one response element in every advertising action. Traditional forms of advertising (e.g., billboard, print, or Display Advertising) also count as direct marketing tools, as long as they include a response element.
Other Common Direct Marketing Segments Are:
- Fully addressed mailings
- Partially addressed promotional mailings
- Inserts
- Door-to-door mailings
- Standalones
Direct Marketing for Customer Acquisition
In particular, renting external addresses (both offline and online) for conducting a direct marketing campaign is promising. You should know exactly where potential new customers can be found and how to utilize these new customer potentials most effectively. In customer acquisition, the goal is to bind new customers in the long term and convert them into existing customers while ensuring a good lifetime value.
Customer Retention Measures through Direct Marketing
To retain customers long term in direct marketing, there are various customer retention measures: from newsletters to sweepstakes or couponing actions, many options are possible. But also customer reactivation offers unexpected opportunities in direct marketing, as it holds substantial revenue potential. It is also important to ensure that your addresses are always maintained and up to date, as even a wrong salutation, for example, often leads to customer frustration and poses the risk of losing the customer. Learn more about customer retention measures through targeted direct marketing actions and what to avoid when communicating with your existing customers.
Your Contact for Direct Marketing
Talk to Sylvia Rübsam (ruebsam@trebbau.com, Tel.: 0221/37646 – 349) about your next planned direct marketing actions. She will be happy to advise you informally and discuss the possibilities you have.