No matter the terminology, the point is regardless of the medium or tactic you use, a successful Direct Marketing Campaign needs to cover these basic fundamentals:
A successful campaign is targeted to those who most closely match your most profitable Lifetime Value customer segments, as they have a higher propensity to buy what you’re offering.
The message and communication medium needs to be interesting, relevant and timely to get your prospect’s interest.
» Desirable Offers
The offer needs to provide consumers with a strong value proposition – solve one of their problems, or entice them with something they really want!
» Call to Action
A strong call to action that creates urgency; and allows consumers to use whatever means of communicating with you that they are comfortable with to respond to your offer.
You need to be able to easily track and measure any element of a direct marketing campaign. Track everything to identify any aspect of the campaign you might be able to improve – test different mediums, lists, copy, creative executions, offers and calls to action.
» Test, Test and Test
Don’t just stick with one type of direct marketing campaign because that’s “what we’ve always done and it still works”. Over time most campaigns reach their use-by-date. Always look for other opportunities and test them to see if they are more cost effective than what you’ve become use to doing.
» Cost Effectiveness
At the end of the day, it’s all about making profit, isn’t it?