Let’s just clear up one thing to start with…do not get confused between direct mail and direct marketing! Direct Marketing is NOT direct mail! Direct marketing is a marketing method and direct mail is just one of the media available. It traditionally formed a large part of direct marketing, but it has now been overtaken by press and TV advertising who display a response device like a dedicated Facebook webpage.
I feel direct marketing is a key element to business growth and the main objective of the activity a business undertakes should be entice the prospect to emerge from your “warm prospect” list and respond so that you can start a conversation which will lead to a meeting which will lead to a problem-solving conversation, a first job and eventually a business relationship.
But….do not forget existing clients. If you have got something new to say, or something new to offer, then they should be the people who hear from you first. After all, existing clients should be the fertile ground for your marketing and should be the group that are most likely to respond to a cross sell or an additional product or service!
Remember when you are trying to generate a response that there is not “ideal” per cent response rate – just the profit per reply calculation. However, if your direct marketing does elicit a response, you must react promptly to the requests that come in.
But…..before you can even think about response and profit, prospect or existing client, you must face the biggest challenge of direct marketing – your own database/mailing list.
If you are considering direct marketing and need some help, get in touch with Bath Marketing Consultancy.