Direct marketing has always been a great way for businesses to get eyes on their storefront and customers in the door. With the advent of the internet and the prevalence of mobile devices, the world of direct marketing has exploded. The options for a business looking to benefit from direct marketing are myriad.
But what is the best way to approach your business’ direct marketing campaign? With so many options out there, it can seem like direct marketing campaigns could practically run themselves. There are, however, a few things any business interested in direct marketing should keep in mind.


Pace yourself. Don’t overwhelm your targets. If you’ve ever spent any time on social media, you’ll have seen some users that update their accounts every minute. Being over-inundated by someone’s message is never a good thing. Don’t spam your customers with constant communiqués, promotions, and offerings. Give them time to breathe… and to remember how much they like having you around.


Make sure you’re getting quality leads. The results of direct marketing are pretty easy to assess. It’s a pretty straightforward manner to ascertain how many offers went out on a postcard mailing, for example, and how many customers came in the door as a result. Because of this, it can be easy to think that big numbers means great results. Remember, however, to focus on getting quality leads. Your end result should be establishing potential long-term relationships with return customers… not hosting a party for deal jumpers on every promotion.


Give the consumer options. This one can feel counterintuitive, but it’s important. You should make your targets feel like they have options. This really applies to email promotions and newsletters, but the idea of giving your targets space should be considered a general guideline. Regarding email promotions and newsletters, make sure you always have an option to unsubscribe. You may think this encourages people to reject your offering, but what it actually does is make them feel like they have some choice in the matter, and that they aren’t being cornered.


Give your offering structure. It’s not just children… everyone loves structure. Give your promotions an end date. Make sure that your postcard mailer, say, is well laid out and gives the customer concise, relevant information. Tell your consumers what they want to hear: what they can save, when they can save it, and where.