Direct response marketing has been around forever. It’s one of the most tried and true conventional marketing strategies companies use to promote themselves to consumers and other businesses. If you haven’t locked down a solid direct response marketing strategy, then it’s time to get started today!
Don’t sleep on how direct response marketing. A lot of people shrug off what they call “spam” without knowing that companies around the world use this mode of marketing to make billions of dollars. Most people are surprised when they hear that response rates to direct response marketing campaigns are higher than some of the other flashy, more expensive marketing channels.
Direct response marketing takes work and a deep focus on improving for better results. It’s a constant game of changing how often you’re sending out material, how your copy reads, who you send materials to, and other factors. Here we discuss everything you need to know to get started in the direct response marketing world.
What Is Direct Response Marketing?
Direct response marketing involves delivering some form of marketing material or solicitation direct to consumers. Instead of putting a commercial on the TV or renting a billboard for passing drivers, direct response delivers a brochure, email, or letter straight to people’s inboxes. Here are some common examples of direct response marketing:
- Email solicitations
- Mail solicitations
- Magazine inserts
- Free catalogs
There are many other types of direct response marketing, but the common factor is that it’s a direct solicitation to consumers rather than posting content waiting for views.
Why Successful Companies Use Direct Response Marketing
It’s low-cost – Direct response marketing can be a relatively low cost depending on the scale. Paying for paper and postage or sending an email to potential leads’ inboxes is often more affordable than paying for the most expensive keywords on Facebook or Google says Ross Kernez of Hpone.
It can be done at scale – There are virtually no limits on how big a direct response marketing campaign can be.
It fills the pipeline – Because it can be done at scale, direct response marketing can fill the pipeline with new leads that spend money on your products.
It forms relationships – Companies have the chance to establish a long-term relationship with people who respond to direct response marketing promotions.
These are just some of the benefits of direct response marketing. In the end, it’s an effective marketing channel that successful companies use to grow into new markets and attract new audience demographics.
Direct Response Content
Whatever you can do to understand who you’re sending direct response marketing material will help your results. The most successful direct response marketers have a library of content ready to go when they see an opportunity. If possible, create customer profiles you can separate groups of leads into that make your marketing material more personable.
All of your content should also be actionable. Every email or pamphlet you send out should have something concrete within that the customer can do to push the relationship forward. Whether that’s asking them to fill out a form or telling them to use a coupon for 10% off of one of your products, it should be clear what the next step is.
You should also have a response plan in place for when people act in response to your marketing campaigns. Don’t let leads linger for long, especially if they’re responding to direct response marketing. Whether it’s an automated response or a personally crafted message, move quickly to bring new leads into the ecosystem.
Managing Direct Response Marketing Campaigns
Like any good marketing campaign, you need to stay on top of how your direct response campaign is performing and what can be done better in the future. That means having the right tools in place to measure your performance.
It’s a good idea to find a content management tool or work with a marketing agency that can track data effectively. You should be tracking things like email open rates, mailer response rates, how much direct response marketing leads spend, and other KPIs that offer insight.
Remember, it’s unlikely your first campaign will be a massive success, but everyone has got to start somewhere. Running your initial campaign will get you started on the path to becoming a direct response marketing expert.