Despite the fact that most people are frustrated by this ‘spam’, a relatively high percentage is converted into sales. Non-targeted mailing lists are also sent to lots of mail boxes and email accounts. Such actions already show a customer’s interest in a product or company. For example, at the checkout of an online shopping cart, the user is often given the option to subscribe to a service, such as: ‘send me information about promotions and offers in the future’. EffectivenessĬustomers for whom direct marketing is highly suitable are those who are registered for mailing lists. Wunderman is the man behind the free 1-800 number that’s used in the United States and various customer loyalty programmes. However, the term was later invented by Lester Wunderman in 1967. He managed to remove the intermediary and directly serve his customers to keep prices low. Ward was a pioneer in the field of mail orders. Montgomery Ward started using direct marketing in the nineteenth century. The advantage of this strategy is that, in such campaigns, efficiency can be measured directly given that the organisation can keep track of how many customers have responded via these calls-to-action. This means that, a specific call-to-action is often made, such as: ‘call this number’, or ‘click this button to subscribe’. The most efficient way of DM takes place when a direct and friction-less effort is made to reach the target group. While it’s believed that mass marketing is slowly nearing its end, it’s expected that direct marketing activities will increase. Do you want unlimited ad-free access and templates? Find out more
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