Using Direct Marketing to Increase Profits

Direct marketing has earned its place as a cheap way to create leads that transform to fresh business opportunities. One of the often used methods is direct mail. For a business to succeed in this area, a perfect choice of marketer must be made. The business must look for a company with a good reputation and experience. Majority of firms that purport to promote direct marketing are the “fly by night” category or the shady type with nothing to show. Their ability to generate a mailing list and offer telemarketing services should be near perfect.

Telemarketing is a sub-branch of direct marketing where consumers are contacted directly via phone. It has gained popularity due to increased usage and penetration of the mobile phone. Telemarketing leads reach a wide spectrum of consumers among them professionals and businesspeople. Direct mail has traditionally been used to send printed or illustrated material to selected prospects.

If used properly, direct marketing can help increase a business’ profits in as short period as a month. Direct mail can be customized as the needs of a business may change from time to time. This makes it very flexible. To develop important leads, first identify the market segment you wish to address. For instance, if you are selling supplements, you may target first time mothers who want to lose the extra weight gained during pregnancy. Another group may consist of men in the middle age brackets, who simply want to eat healthy food.

After the market is identified, look for a direct mail services provider. Request them for a mailing list. In some cases, you will buy this list at a small fee. Customized letters are then created. To use this direct marketing method effectively, the letters should enumerate the benefits of the products or services on offer. They are then posted to the respective addresses as detailed on the mailing list. The responses arising out of this are the leads which if aggressively followed will translate to sales.

The company can assess the success or failure of a direct marketing campaign. For example the direct mail letters may request a prospect to quote a number, code or tear off a coupon and present it on the next purchase. When the customers start making inquiries, the code numbers will be noted and entered into a special database created for this purpose. Once the leads have been entered, any subsequent sale will be marked against its respective lead. At the end of the campaign all sales arising from the direct mail promotion will be used to determine profit volumes.

Direct marketing is not entirely a new concept. Direct mail campaigns have been carried out for a while now. The method is cheap as compared to placing advertisements in newspapers, printing poster or buying prime time on television stations. It generates more leads and is easy to monitor. Telemarketing services can be used together with direct mail as tools to bring large volumes of leads hence more business as it connects with clients.