Direct marketing: the basics

Introduction

Direct marketing is any unsolicited contact your business makes with existing or potential customers in order to generate sales or raise awareness.

For many businesses, it's by far the most cost-effective form of marketing. From direct mail and leaflet drops to telemarketing and email marketing, it allows you to target customers with greater accuracy than any other method.

But careful preparation of direct-marketing campaigns is essential if you are to make the most of your investment, get the response rates you want and ensure you do not contact individuals who have decided they do not want to receive direct marketing mailings.

This guide sets out the different types of direct marketing and outlines the advantages and disadvantages of each. It gives details of current legislation and industry best practice, and tells you where to get more help and information on both.

Subjects covered in this guide

• Introduction
• 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

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