Direct Marketing


If you look for a definition of Direct Marketing, you'll likely come across several.  Even the name can cause some confusion:  Is it Direct Marketing, or Direct Mail, or Direct Response?  Most people still call it Direct Mail, since mailings are what they most closely identify it with.  But in reality, Direct Marketing can use the mail, television, radio, or the internet. Direct Marketing can be defined in the following manner:


Direct Marketing targets a specific group of consumers that share common traits, with a specific offer.  This offer requires a specific action on the part of the consumers, and the consumers respond directly to the company or organization that made the offer.  Finally, the consumers' response is trackable back to the original offer.


To create effective Direct Marketing, three elements must be present: 


A Targeted List


A Unique Offer 


Creative Elements (designed specifically to induce the recipients to complete the desired action)


 As little as ten years ago, Direct Marketers would tell you that a campaign's effectiveness was determined by the 40-40-20 rule.  That rule states that success was based 40% on the list, 40% on the offer, and only 20% on the creative elements.  As the usage of Direct Marketing has increased, our formula for success has changed:  Now success is based on the 1/3 - 1/3 - 1/3 rule.  Creative elements are more important to help offers stand out from the clutter.