E-mail is a channel for direct marketing

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July 13th, 2009 by Richard

Direct marketing is a type of marketing, a sub discipline in fact, but there are things which distinguish it from other type of marketing one of which is that it attempts to send your message directly to a consumer without the aid of other media, such as radio for instance. This involves unsolicited commercial communication with the consumer.

There other difference is that direct marketing focuses on driving a call to action which involves being able to track and measure positive, or negative, responses from consumers.

If the advertisement asks potential consumers to take a specific action such as visiting a website, this is considered to be direct purpose advertising

Direct marketing through email campaigns is a very attractive option because of its ability to measure results, if one million emails are sent out, it is possible to track how many people respond, however, it is not possible to measure those who are offended and who consider email marking spam. Unwanted emails are considered spam.

Email marketing is not without its share of criticism as it does generate unwanted solicitations, especially if the email is irrelevant to the recipient and there are even those who are calling for an end to direct email marketing, stating reasons of privacy and environment issues. Email marketers are able to make provision for them by using ‘opt out’ lists, variable printing or trying to be more specific in targeting their email lists.
Email marketing has long surpassed telemarketing and is the third type of direct marketing, but as a result of spam spawned by the use of email marketing campaigns has resulted email service providers putting email filtering programs together which can interfere with the delivery of even legitimate emails.

Bringing in a professional email marketing company to run your campaign can maximise your chances of success, ensuring that your email management is in experienced and knowledgeable hands.

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