The purpose of direct marketing, direct mailing and email campaigns is to keep your business name, brand and products in the thinking of an audience of past, present and hoped-for users and customers, and thereby to solicit sales enquiries.
For example, with our clients, we design a programme of news, stories, issues, promotions and messages to be sent to specific and target audiences on their database… and “convert” these into timely direct mailers/emails.
After every email issued, we count the number of people who actually opened and read the mailer, compared with the total list it was sent to. This enables us to judge which subjects were of most interest to most of our target audience, so that we can send them more of what they respond to.
Of those who open and read, we note how many people pro-actively respond by clicking on hyperlinks within the mailer to obtain more information from the client website. These are people who are definitely interested in what we’re mailing them about and who therefore provide tangible sales leads to be followed up with a personal phone call or letter.