Direct marketing

Businesses can use a range of direct marketing tactics to reach their target audience. Each direct marketing tactic requires particular skills - you should consider whether you have these in-house. It might make sense for you to outsource certain activities.

What are the types of direct marketing?

Direct marketing involves reaching out to potential customers directly, often with a call to action. Each direct marketing type uses different media and methods to engage the target audience. It's important to evaluate the pros and cons of each direct marketing method and choose what works best for your business.

Direct mail 

Direct mail involves sending information to customers and potential customers by post. This type of direct marketing work best with a high quality, targeted mailing list. Sending mail to a less targeted list means it is more likely to be received by someone who is not interested and considers it to be junk mail. See direct mail.

Leaflet drops and handouts

These tactics are less targeted than direct mail, but they can be cheaper and easier to do. Leaflet drops involve posting unaddressed leaflets to all residents in a particular area. A leaflet handout campaign means giving printed information directly to people on the street. Some recipients may consider your leaflets to be junk mail. See leaflet drops and handouts.

Telemarketing

Telemarketing lets you talk to the consumer by phoning them and speaking to them directly. This lets you gauge their interest and employ direct sales techniques. However, many consumers can find this type of marketing intrusive. See telemarketing.

Email marketing

Email marketing is one of the cheapest and most effective kinds of direct marketing. It's easy to measure the effectiveness of your campaigns and test new ideas to improve. The downside is that consumers often receive high volumes of emails and yours may be ignored. See email marketing.

SMS/text message marketing

SMW marketing is more likely to be read than emails, but consumers may find it more intrusive. This may work best for existing customers as unsolicited messages could be seen as spam. See m-commerce and mobile marketing.   

In-house and outsourced direct marketing

Before starting a direct marketing campaign, think if you can do it in-house or if you need outside specialists.

If you're making basic leaflets for door drops or a simple email campaign, you can probably write and lay them out in-house. However, your message must be presented well if your campaign is to be a success. If you're unsure of your in-house copywriting or design skills, saving money on a DIY job is likely to be a false economy.

Outsourcing telemarketing can be useful if you don't have the staffing resources in-house. The downside is that you will have less control.

For best results you may want to use a marketing or advertising agency or consultant. They offer a range of skills, including:

• planning campaigns
• setting budgets
• finding your target audience
• creating materials
• managing the distribution process

You can search for a direct-marketing specialist with the Direct Marketing Association (DMA).

Read more about how to choose, manage and work with an advertising agency.

A cheaper option may be to outsource elements of your campaign. For example, you could pay a freelance copywriter to write your messages or you could commission a graphic designer to work on the visuals.