However, because of the specific call to action, he or she does know exactly how many people responded to a direct mailing.Retailers, credit card companies, media companies, technology companies, non-profit organizations—nearly every business uses some amount of direct marketing.Other calls to action might involve a “sale” that isn’t a financial one, such as when a non-profit organization uses direct marketing to recruit volunteers.All direct marketing communications must include some method with which to track responses.Non-targeted blanket mailings arrive daily in many mailboxes and e-mail accounts.Yet despite frustration with “junk mail” and “spam,” a high enough percentage of such mailings are acted upon.The DMA, first established in 1917, is a trade organization that provides research, education and support for developing direct marketing.Its membership includes more than half of the Fortune 100 companies, as well as non-profit organizations.
The data can then be used to more effectively optimize communication for specific market segments.
In the midst of your “junk” mail, one particular piece catches your eye, one advertising a techno gadget you’ve had your eye on for a while.
And there’s a sale on it—all you have to do is enter the following code on the website…
Direct marketing occurs when businesses address customers through a multitude of channels, including mail, e-mail, phone, and in person.
Direct marketing messages involve a specific “call to action,” such as “Call this toll-free-number” or “Click this link to subscribe.” The results of such campaigns are immediately measurable, as a business can track how many customers have responded through a message’s call to action.