My Money Blog

Direct Marketing – Tools that will determine the failure part of your campaign

Posted on 28. Sep, 2009 by Casper in Marketing

Previously, the analysts making an observation about the advertising were able to give figures regarding the part that didn’t turned out to be fruitful. However, the problem with those analysts was they were not able to make out which part of the marketing was not able to produce desired results as there were not tools to determine that. In recent days through the use of direct marketing measurements you can easily determine the part of marketing used for effective marketing.

With the increase in popularity of direct marketing, various methods have been devised to study the impact. The methods employed are cost per piece, cost per acquisition and response rate. One of the methods used in direct marketing is mailing. In this method, the tool used to check the success of advertising is a response mechanism. In any direct marketing mechanism, the measurement parameter cost per acquisition is significant. Mathematically, cost per acquisition is obtained as the total cost of mailing divided by a number of response.

Another measurement done in direct marketing is cost per piece. Mathematically it is calculated as the total cost of mailing divided by the total number of pieces sent. The third measurement done in direct marketing is called response time. Mathematically response rate is number of people responded divided by the total number of people sent direct mail.

In direct marketing the mails are sent directly to intended client. It differs from regular advertising where the messages are placed on billboards, television, radio and magazines. Direct marketing in a way is blamed for generating spam and unsolicited mails in the mailbox. Direct marketing has been using addressable as well as un-addressable media. Addressable media cater for e-mail, SMS and telemarketing while un-addressable media consist of mail-outs and flyers.

The significant advantages of using direct marketing are:

Direct marketing is aimed at a particular individual or customer. The marketing campaign can be tested and changes can be made to have optimal results. You can easily accumulate the responses received into the database. The mail campaign can be mounted on a wide variety of topics quickly.

The points to be taken care of, in case of direct marketing are – Set clear goals that are to be achieved through direct marketing. The target audience should be contacted with a personal touch. Before you roll out promotion better test it completely. Don’t hesitate to use those strategies that are working in the market by your competitors to have an upper edge over you. Don’t leave the follow-up part of your campaign loose. Make claims that are practically possible. Don’t create the illusion for your target audience to feel frustrated in the end. The improvement in direct marketing is only possible if analysis of the results is done on the regular basis. As everyone in this world learns from his or her mistakes you should always think again about direct marketing.

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Tags: Acquisition, Billboards, Desired Results, Direct Mail, Direct Marketing Tools, E Mail Sms, Effective Marketing, Flyers, Mail Marketing, Mail Outs, Measurement Parameter, Media Mail, Radio Marketing, Response Mechanism, Response Rate, Response Time, Sent Mail, Telemarketing, Television Radio, Unsolicited Mails