Traditional direct mail advertising is a form of print advertising that is mailed to specific demographic – young adults, baby boomers, college students, for example
. When it is not geared towards a specific group, it is usually regarded as junk mail.
Direct email marketing consists of sending out email promotional pieces online to directly to a targeted audience of people who requested information from you regarding your product or services. When people respond to your site and ask you to send them additional information on your product or services, these are considered permission based emails, or opt-ins. They are asking for more information and by signing up they have given you permission to email them directly. And like traditional direct mail advertising, if you do not send to permission based emails, but rather to the general public, it is considered spam.
Direct email marketing targets these prospective clients as well as reaching your existing client base. Email marketing campaigns can be made up of newsletters, surveys, promotional ads, special invitations, etc. When you send out an email marketing campaign, you are sending it directly to a specific audience – people who have requested your information. This is direct email marketing.
A direct email marketing campaign can consist of any number of promotional pieces or a combination of them. Email newsletters will be tailored directly to your prospective customers and existing clients. Surveys are a great direct email marketing tool as they provide valuable information on your audience.
Some people incorporate a version of traditional direct mail into their email marketing campaigns with the option of following it up with a direct mail postcard. You can send postcards directly online or there are actually email marketing companies who will help you select a postcard, print it and mail it for you directly to your email list.
All in all, direct email marketing is reaching your target audience through opt-in emails. The best way to be effective is to make sure you are reaching your target audience. There are email marketing companies that have lists of emails from people who have shown an interest in your company or product or industry. For a small fee you can increase the target market for your next campaign.
You can also build your targeted market email list by attending trade shows, utilizing surveys, and anything else that isolates your market so that you are specifically reaching the people who are interested in what your company has to offer. When someone has already expressed interest, you already have his or her attention. What you do with it next is what converts a prospective client into an established customer.
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