Six Direct Marketing Tips for 2018


Direct marketing is a vital part of the strategy for many business. Whether you are selling B2B or B2C, and whether you are marketing products or services, a high quality direct marketing campaign can be enormously profitable. But many companies are still making mistakes that can hinder their progress. So to remedy them, here are six direct marketing tips that will make a huge difference to your campaigns.

  1. Diversify your output

It is amazing how many businesses believe that they are carrying out broad and diverse direct marketing, when really they are only focusing on one specific aspect of it. Does your direct marketing simply consist of emails and online adverts? If so, you are missing out on a huge section of the market that could targeted through text messages, direct mailers and more.

On a related note, it’s worth pointing out that if emails make up a big part of your direct marketing output, then you need to be absolutely sure that they are reaching people the way that you want them to. Mobile email opens have risen by 180 per cent in the last three years which means that if you currently design all of your email marketing to be opened on a desktop or laptop, there will be a significant proportion of users who won’t see the email in the correct format.

  1. Get a high quality list

If you have never heard of the 40/40/20 rule it effectively states that the 40 per cent of your direct marketing campaign will depend on the data you use, 40 per cent depends on the offer and 20 per cent depends on your creativity and message. That means that the actual list of potential customers that you send your direct marketing to is one of the most important aspects of any campaign.

While you can use your own list, this can be challenging and time consuming to gather and manage. It is a much better idea to buy a direct marketing list from a company that specialises in targeted data. This is cost-effective and the data will be high quality.

  1. Add value

The second important aspect of the 40/40/20 rule is the offer. That means that any kind of direct marketing needs to contain an incentive, and that could come in the form of sales, discount codes or bonuses. The important thing to do is to give someone reading the material a reason to buy right now, so make sure that your offer is large and enticing enough to make them act.

  1. Pay attention to the details

It can be easy sometimes to get caught up in ensure that all the big details are taken care of – the huge offer, the headline, the banner image – that you can forget that your direct marketing will actually be read by your customers and potential clients. But you can get caught out by the little details that can undo all your good work.

Did you know, for example, that 59 per cent of British people would avoid using a company based on poor grammar? If a company has obvious grammatical errors in their marketing material they are putting off more than half of their potential customer base.

  1. Ensure your material matches your branding

Remember that your marketing materials should always match up with your brand. This is firstly because any time that you are in contact with a client it is a chance to reinforce your branding to help you stick in their mind. Additionally it can be somewhat off-putting if your marketing material looks very different to your website – customers can wonder if they are actually visiting the website of the same company. Anything that does anything to make a customer think twice about a purchase or enquiry is a negative from your perspective.

  1. Focus on the solution, not the product

It is important to understand that a customer is not actually interested in your product or service. When they come to read your direct marketing materials, they do not want to be bombarded with facts about how great it is. What a customer wants is to understand the benefit for them. A customer doesn’t want a new coat – they want to keep warm when the weather is cold. They don’t want brilliant HR software – they want an easier way to manage their employees. Put all of the focus of your marketing on the solution that your product or service provides.




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