Does Direct Marketing Still Get Results?

Many companies only use direct marketing to reach their potential customers. Direct marketing or direct response marketing covers all forms of marketing  that communicate directly with the customer, including text messaging, email, interactive consumer websites, online display ads, database marketing, flyers, catalog distribution, promotional letters and even newspaper/magazine advertisements, and outdoor advertising if they are oriented towards getting responses.

While direct marketing can be very effective depending on the channel and the type of product or service and the marketing objective (consumer awareness vs. retention marketing), interruption marketing has been declining steadily for the last 20 years, as companies shift their marketing spend to inbound marketing such as SEO, social media for many reasons. Most people skip through television commercials, won’t open the junk mail is that gets delivered to them or delete an email before reading it. Unless the customer has an immediate need to be filled, he or she is indifferent to most forms of outbound or interruption marketing.

Not only has technology made it easier to ignore direct marketing but inbound marketing is more cost effective on a per lead basis than outbound marketing. In 2011, HubSpot found that inbound marketing costs 62% less per lead than traditional outbound marketing. whois list . Direct marketing can be an effective marketing tool to get your clients to comeback or buy more; Amazon has been phenomenally successful with their email marketing campaigns. But as the old saying goes, don’t put all of your eggs in one basket.