Businesses have built their success on direct marketing strategies. All of us are familiar with receiving what is commonly dubbed "junk mail" in our mail box from direct marketers. Direct marketing can work - and does work - with the right strategies. And with email, direct marketers are moving into the electronic realm.
Traditional direct marketing has been studied and tested for decades (it's an industry that is almost 100 years old) and a fairly good formula has been found:
Aside from those technical details, one of the only ways that direct marketing can continue to work today is with the loss leader: a free (or heavily discounted) giveaway that is attractive enough for people to send away, allowing the direct marketer to follow up with additional products that can be sold.
That may work for the traditional direct marketing approach, but the rules are different for the email marketer. First, let's be clear on one thing: no spam! We are not talking about unsolicited emails, but rather an opt-in program only. If you plan on using direct marketing with email, how you can be successful?
While you may want to use a loss leader for this type of marketing, the real opportunity lies in offering valuable information to people through an ongoing newsletter with the eventual goal of trying to get them to buy your product from you.
Additionally, you need to make sure your email direct marketing has the following things:
Direct marketing is still a valuable part of business but the rules have changed for email marketers.