Direct marketing: the basics
Get help with a direct-marketing campaign
Before starting a direct-marketing campaign, consider whether you can do it in-house or whether you need to enlist the help of outside specialists.
If you're preparing basic leaflets for door drops or mailshots, you can probably write and lay them out in-house. However, your message must be presented well if your campaign is to be a success. If you're unsure of your in-house copywriting or design skills, saving money on a DIY job is likely to be a false economy.
For best results you may want to use a marketing or advertising agency or consultant. They could also manage your direct-marketing campaign as part of a larger integrated marketing strategy - although this could be a more expensive option. Agencies and consultants offer a range of skills, including:
- planning campaigns
- setting budgets
- finding your target audience
- creating materials
-
managing the distribution process
For more information on using advertising agencies, see our guide on how to choose and manage an advertising agency.
A cheaper option may be to outsource elements of your campaign. For example, you could pay a freelance copywriter to prepare the wording of a leaflet and commission a graphic designer to work on the visual side. A designer may also be able to manage printing for you too. You can search for a designer on the British Design Innovation (BDI) website - Opens in a new window.
You might also consider employing a marketing specialist to bring some of these key skills in-house. Or you could consider training existing employees - you can find courses on direct marketing on the Chartered Institute of Marketing website - Opens in a new window.
Subjects covered in this guide
- Why use direct marketing?
- Using your database
- Direct mail
- Leaflet drops and handouts
- Telemarketing
- Email and fax marketing
- SMS/Text marketing
- Get help with a direct-marketing campaign
- Legal issues and best practice
- Here's how direct marketing improved my business
Actions
- Commercial mailing list providers on the DMA website - Opens in a new window
- Designer directory on the BDI website - Opens in a new window
- Database marketing course details on the Chartered Institute of Marketing website - Opens in a new window
- Written communications course on the learndirect business website - Opens in a new window
- Use our interactive tool to find out whether you need to notify the Information Commissioner about the data your business holds
- Manage your personal list of starting-up tasks with our Business start-up organiser
