Unlike mass advertising, which is presented to everyone, direct marketing is presented only to people who are suspected to have an interest or need in your company’s product, based on information gathered about them.
Good information on this article. I am struggling with this myself. My company doesn’t want to risk its reputation, and there is too much conflicting information out there. I like Simon’s idea of comparing the list to social media – you can find just about everyone on there.
One Good Service I trust is InfoDataPlace. When you hire them, they will do a comprehensive research about your target, creating a target list of them and contact about your product and only send them to you when the Cold perspective gets Warm. To me, the service is excellent and saves tons of time.
Then, for example, special offers or new flights destinations can be communicated directly to customers using e-mail campaigns. Data is not only collected on markets and segments, but also on individuals and their individual buyer behaviour. Companies such as Amazon are wholesalers of books (i.e. they do not write or publish them) – so they use Customer Relationship Management and marketing communications targeted directly at individual customers – which is another, slightly different example of direct marketing.
Sandwich boards are nothing new, but what about using one in a new way? Place one on the sidewalk in front of your storefront or office to advertise your newsletter and offer a reward to anyone who signs up. Invite customers into the store to enroll, or give them the web address where they’ll find your opt-in form.
One of the smarter ways to gather email leads online is to simply integrate email into your product’s usage. The most basic technique here is requiring an email to sign up (which most companies do), but this is also an opportunity to get creative.
Once you have the amazing content, the next step is to ask for emails. People who adore your content will be primed to receive that content as often as you can create it, delivered straight to their inbox. It’s up to you to make sure they find your call-to-action (or, in this case, a call-to-subscribe). Make it obvious. Make it crystal clear.
when you upload contact csv from your free email account for requests to add as friend to facebook profile, then the people who respond see your profile, find relevant info then add you – are good prospects.
Everyone hates to see the dreaded bounceback alert in their inbox. If you have snail-mail information to match an email address, send a postcard asking the contact to provide you with an updated email address so you can stay in touch. Consider rewarding them with a discount or freebie for taking the time to respond.

Calls to Action Should you tell people to click right away or save the CTA for further along in the email? Should the button/link say “Click Here” or “Find Out More”? When it comes down to getting people to take action (the most important part of marketing), you simply must test a variety of elements to improve conversions, as this is one of the worst elements to leave to guesswork!
If I sign up for an email newsletter to ABC Company because I love their widgets, I’m going to be more than a little confused when ABC Company starts to send me emails about the dongle manufacturer they just acquired.
Eventually, nearly 100 years later in 1967, Lester Wunderman coined the term “direct marketing” for the first time (Lester was also responsible for notable achievements such as the toll-free 1-800 number).
When you buy an email list you’re not taking steps to create positive engagement with customers. Instead, you’re hoping that the few results you may get will somehow outweigh the overall negative responses that unsolicited emails usually receive.
You’ll still run into the same problems as buying a list. The people you’re emailing did not request information from you directly, and will likely view your messages as spam. The more complaints you get, the worse your delivery rate will be.
Thanks Tammy. Great point: popups are extra annoying on a mobile. I wish there was a way to turn off popups for mobile visitors or at least make the popup responsive. That would be an awesome feature for a popup software product.
With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response.
Reaching out to your customers is not easy and when you have access to Email Data Group’s B2B email lists you can connect with them effortlessly. We cater to small and large enterprises and our data team will help you in every step of marketing.
The most responsive customers to direct mailing (or e-mailings) are those who have opted in to mailing lists (for example, an online shopper buying a product checks a box marked “send me information on future promotions”). Such customers have already expressed interest in the company’s products, and pay attention to new products and sales. (See also Permission Marketing)
When the average user logs into Facebook, they want to see new pictures from last Friday night (so they can un-tag any unsightly evidence), updates from family members who are out of state, and witty status updates from their friends.
Hi Brian great post as usual. My main concern with the pop ups is the mobile perspective. I know when I am reading on my handheld and I click through to a website and there’s a pop up there I will leave. Its such a small space.
Very informative article as always, i have been lazy to do a lot of things even reading this post but i am glad i did today and i am full of ideas right now that i can’t wait to get back to implementing them to improving my subscriber list. Thanks for sharing.
– Organize tools or resources into an e-book. You can simply organize a list of resources that are related to the subject you are focusing on into a downloadable document. The same way you can create a list of resources: blogs, YouTube videos, articles, books, or anything else. Essentially the resources will help your reader continue their education of the subject matter.
With Neat, you can scan business cards and automatically add these people to your email list. Gazella offers a way to make email sign-ups required if someone wants to use your guest wifi. LeadPages helps you quickly create and deploy high performing landing pages.
I’ve seen a handful of business-to-business companies use non-permission email lists with tremendous success, because the content of the emails was of great interest to the majority of people on the list.
Send emails regularly. Make sure you are reaching your subscribers at least once a month in emails or another medium. Track email campaigns and see how your subscribers treat your emails. If you had a poor open rate, it does not necessarily mean your audience isn’t interested in your product. Experiment with different emails, get to know which email strategy works best, and keep using it to reach your subscribers.
Bought email lists can have non-existent addresses; moreover they can include spam-traps. What does this mean? A spam-trap is an email address that detects junk mailings and spammers. If you send a newsletter to this address (even if it is innocent), you can receive the status of a spammer sender. The result is that you will be banned and will not be allowed to send email messages any more.
The Internet and New Media (e.g. mobile phones or PDA’s) are perfect for direct marketing. Consumers have never had so many sources of supply, and suppliers have never had access to so many markets. There is even room for niche marketers – for example Scottish salmon could ordered online, packed and chilled, and sent to customers in any part of the world by courier.
List Building Maximizer allows you to email all members with your service, product or offer. And, your email cannot be considered spam because every member has opted in and confirmed their email address.
When creating your email marketing campaign, be sure the header information including the originating domain name and email address are accurate. These are your “To” and “From” fields. This is required, so there’s no sense in falsifying the information.
It seems the most reliable method would be writing your own webcrawler that collects and stores email addresses. It seems to unreliable to buy lists of emails; which are probably overused / spammed anyway.
Search: 49% of US spending on Internet ads goes to search, in which advertisers pay for prominent placement among listings in search engines whenever a potential customer enters a relevant search term, allowing ads to be delivered to customers based upon their already-indicated search criteria.[14] This paid placement industry generates more than $10 billion for search companies. Marketers also use search engine optimization to drive traffic to their sites.
Thirty years in the list industry, and for the first time I’m witnessing an infection contaminate the reputation of our list industry. I’m referring to the recent explosion of new start-ups … with little history in the list industry … that are peddling bogus email addresses.
Moreover, they typically rent these email address on a pay-per-use basis; they seldom, if ever, “sell” the email addresses. That means that you’re not sending out the email yourself. Instead, you’ll send your email’s HTML file (and possibly the related images) to the list broker, and they’ll handle the mailing for you.
Your blog provides a great way to build a personal relationship with customers and prospects — and to gather their email addresses. Consistently end blogs with a call to action that encourages readers to sign up for your email messages. Require blog visitors to provide an email list in order to leave comments, and set it up so that they have to actively opt out if they don’t want their email address included on your mailing list.
Build a mailing list of movers new to the area, updated daily. Select your geographic territory via a map interface or standard selections such as zip codes, counties, cities, etc. View more information…
Third, approach direct marketing as one aspect of a full marketing process. There is a saying in marketing that consumers must hear about a product or service seven times before they are ready to buy. The most effective marketing efforts ensure potential customers hear about the product or service many times, in different places, and from different mediums. Direct marketing is part of the entire plan and needs to be supported with other forms of marketing, such as television ads, social media, billboards, etc.
Last month the root domain was our third-most-popular page on the blog, and it is consistently among the top five month-after-month. Here’s our report from Google Analytics, with the root domain represented by a backslash (/). Does this report look familiar to you?
It is difficult to talk about email marketing and not talk about list building. In fact, many experts make it seem as if building a big list is the only thing Internet entrepreneurs need to worry about. But when it comes to your list, does size really matter?
Daily Deal Sites offer local and online deals each day, and are becoming increasingly popular. Customers sign up to receive notice of discounts and offers, which are sent daily by email. Purchases are often made using a special coupon code or promotional code. The largest of these sites, Groupon, has over 83 million subscribers.[18]
Your tip about CTA’s really hit the spot. I’ve been noticing that some of our competitors are using wordy yet highly specific buttons like ‘Get My Free Consultation Now!’ or ‘See Other Works From ____’. I was skeptic at first, but reading your logic behind it, it makes sense. I’m looking forward to implementing this on my own sites. Thank you, Brian.