In this day and age, businesses must explore new and more effective ways of communicating to their customers, both new and existing. Direct marketing is all about targeting the right customer. It is not just a way of reaching new customers; it can up sell other products or services to existing customers and help build rapport.
Direct mail is one of the oldest forms of marketing, long before its technology based partners, however remains one of the most effective and underused. No form of advertising can beat direct response, personalised marketing for effective promotions.
Database marketing enables businesses to target the right customers who are more likely to respond to your message, be interested in your product and be ready to buy. If budgets are limited then don’t waste your marketing dollars on ‘shotgun approach’ advertising. Look at your current customers who know you, your products/services and how much you charge. Because they already know and love your business, you only need to advise them of a promotion or remind them of your products and the sale is yours.
Direct marketing to your database is more cost effective than generic advertising, and has a far greater return. If you don’t have a database, you should have read the last article. If you do have one, start promoting to the right customer. Right now!
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