Direct Marketing Best Practices

admin 11/23/2021

Determine when to incorporate Direct Mail as part of your marketing strategy. You may be asking. Jul 16, 2019 Even though digital marketing or online marketing is the go-to marketing strategy these days, direct marketing still has some tricks up its sleeve to make an impact on any company’s sales. With that in mind, you should know the best practices that direct marketing companies in the UK use so that you can incorporate them into your own.

Anyone who says that direct marketing is dead does not know a thing about marketing at all. Even though digital marketing or online marketing is the go-to marketing strategy these days, direct marketing still has some tricks up its sleeve to make an impact on any company’s sales. With that in mind, you should know the best practices that direct marketing companies in the UK use so that you can incorporate them into your own marketing strategies and make them effective.

Add a personal touch

Believe it or not, but direct marketing has a particular edge over digital marketing in that it can be more personal than the latter. A lot of people are easily turned off by email spam not necessarily because it is too much but because people know that the companies who send out this email spam are just trying to make a buck out of an unwitting person. But if you send out personalized letters to your potential customers, you are sending a message that you are not offering them a sales pitch. Personalized letters make customers feel that they are valuable to the companies, and not just people they want to make a profit from.

Be detailed

When you are sending brochures to your customers, be as detailed as you can about the products you want to offer to them so that they will have enough information to convince them that your products are what they need. On the other hand, if you are going to fill your brochures with detailed information about your products, make sure that you present it in a way that it will inform your customers but not bore them to tears. Design your brochure with vibrant colours and eye-catching images so that your customers will have fun reading them.

Share testimonials

People follow trends because they are popular among their peers, so take note of this when you are sending out brochures to your potential customers. Sharing testimonials of existing customers to potential customers can further convince the latter to buy the items you are selling. If they see that many people have bought your products and are happy with those products, they might decide to join the bandwagon and start buying your products.

Do not forget your call-to-actions

A letter is only as good as its call-to-action. If you start your letter or brochure with an inspiring message but you fall short in your call-to-action, then you fail in your marketing strategy. A call-to-action is that line in your message telling your customer to buy your product now and not later. Your message should have a sense of urgency so that your customer will feel that if she puts this thing off tomorrow, the product that she wants might be gone.

In order for your direct marketing efforts to be effective, you should always implement the best practices of this marketing tool. As long as you maintain that personal connection with your customer, direct marketing will always be effective for you.


With marketers increasingly exploring direct mail as a method to augment their email and digital marketing channels, the question “What is direct marketing?” is being asked more frequently.

Often, direct marketing and direct mail are phrases that are used interchangeably, and it is easy to see how they can be confused. That being said, it is important to understand that they are related, but different.

Direct mail is a channel that applies direct marketing principles, but it is not the only channel. In fact, recent studies have shown that direct mail works best in conjunction with other channels. Direct marketing, on the other hand, is a form of marketing that can be applied to direct mail, email, digital and many forms of advertising and promotion.


  1. A type of marketing that targets specific prospects and customers
  2. It includes segmentation of an audience based on geography, demographics or behavior
  3. The creative is often personalized at the segment or individual level for better response
  4. It involves a specific “Call To Action” such as a request to click a website link or call a phone number
  5. Success is measured by the percentage of the audience that responds to the Call To Action

When done well, Direct Marketing gathers relevant customer data to improve offers, calls to action, and messaging. Direct Marketing efforts are usually measured against metrics such as customer engagement and loyalty, as well as marketing and sales performance.


Other forms of advertising are focused on brand building and raising awareness, rather than driving customers to take a specific action. For example, a Super Bowl TV spot with medieval characters repeating the phrase “Dilly Dilly” is memorable, but not focused on a targeted audience, doesn’t have a specific call to action, nor is the response to the ad easily measured:

Contrast this with a direct mail piece from a hot tub dealer with a strong offer (trade in program savings), a sense of urgency (limited time offer) and with a specific call to action (phone number to call and email address). While not a fun and silly as “Dilly Dilly”, when you read this, you know exactly what to do:

It also is sent only to existing hot tub owners in specific towns, rather than broadcast to the entire world. And the response will be easily measured, by counting the respondents that sign up for the Cash For Clunkers program.


  1. It is more cost effective – by targeting likely buyers only
  2. Success is more easily measured
  3. Testing of messages, calls to action and other creative to different segments is easy
  4. Multi-channel campaigns are easier to deploy with CRM/Marketing Automation
  5. Loyalty campaigns to existing clients are more easily deployed

Any marketing campaign provides an opportunity to tell a story and develop company pipeline. Direct Marketing is focused on generating leads, pipeline and sales more effectively and more efficiently.

Today, marketers are focused on delivering measurable results. Gone are the days where world famous marketers say they know 50% of their marketing budget provides a return, they just don’t know what 50%!

The need for direct marketing has increased with the abundance of today’s marketing channels. In the above research report, the author quotes “Today’s marketer has more options to reach her target audience than ever before. Yet it has never been more difficult to earn the attention and engagement of that user.”

Multi-channel direct marketing campaigns are very effective at earning attention and engagement.


Direct Marketing campaigns include at least one, but often more than one channel. Each deployed channel should be focused on the direct marketing fundamentals described earlier. Common direct marketing channels include:

  • Direct mail marketing (batch or list based)
  • Email marketing
  • Targeted digital display ads
  • Social media ads
  • Promoted posts
  • Personalized ads on TV (personalized based on the cable company knowing who you are and what you like)

Multi-channel marketing campaigns now deploy several channels, all centrally coordinated. Companies are able to measure the effectiveness and improve their direct-marketing campaigns by tracking responses and integrating this data with the Customer Relationship Management (CRM) and Marketing Automation (e.g. HubSpot, Marketo) systems.


Remember the 40/40/20 Rule. 40% of direct marketing success will come from the list (targeting the right prospects at the right time); 40% from the offer (compelling and relevant offers are the best); and 20% from the creative (the copy and artwork must be attention-getting and motivating).

Because direct marketing can be tactile, it’s harder to ignore, experiment with a variety of sizes and formats that can be used to attract attention. Don’t forget to deploy the 40/40/20 rule across every channel you use in a direct marketing campaign, so that your target audience is getting consistent calls to action.

Direct Marketing Campaign Best Practices


Direct Marketing Best Practices

It’s smart marketing that every organization should be using.

Direct Marketing Best Practices

With new tools and technology, direct marketing can be easily integrated into your overall marketing tech stack. When marketers need to quickly generate leads, it is a discipline that delivers over and over again.