Pros and Cons of Direct Marketing
Direct marketing is about making direct contact with existing and potential customers to promote your products or services. Unlike media advertising, it enables you to target particular people with a personalized message. You will be using direct channels of communications and nobody will be between you and your customers, so e-mail is the method that is most commonly used today. Some businesses use catalogues, postal mail, telemarketing, texts, etc. As long as you make it seem targeted to a person, it’s effective.
According to The Marketing Donut, direct marketing can be cost effective and extremely powerful at generating sales, so it is ideal for small businesses. A lot of our members are small businesses that are trying to find a way to get the best from a cheap service. Cheap doesn’t have to mean something of low quality and effectiveness. On the contrary, in the case of direct marketing, you can get a lot from paying attention to customers’ needs, desires, requests and wishes (as discussed in our blog post Tips on how to make your current customers become your advertisers).
Clarity and accurateness
By reading replies to e-mails you have sent, you will be able to follow the response percentage. You could determine how many people you reached and how many of them were actually impacted by this activity. You will evaluate and measure everything precisely. Our advice is to choose the most appropriate communication method for your targeted audience. This is vital because individuals prefer different ways of contact, so make sure you take account of their preferences. You cannot, of course, engage with them in lots of different ways and expect clear results. This is why you need to opt for an approach most suitable for the most of your customers.
Investopedia says: “Direct marketing removes the "middle man" from the promotion process, as a company's message is provided directly to a potential customer.” Removing a middle man gives you the opportunity to develop close relationship with your customers. You will read their responses and be able to engage in the best way possible. When you enter into a zone where you can communicate with them openly, everything will become more effective. Get them to open up, but do not abuse it. Make them feel heard and they will tell you how to improve your product and ensure their loyalty. This chain of activities will result into them sharing their positive experience on social media, and we all know how impactful that is. People read and pay close attention to recommendations written people they trust. This can make your product reach a lot of people.
Low response rate
Entrepreneur states that mail response is typically low because "a return rate of 3 percent is typical; 5 percent is considered very good.” If customers are not interested at all, there is little chance you’ll be able to get them interested. E-mails are very effective in this digital day and age, but can be easily ignored, too. Never try to spam recipients in order to get a response. That is considered a bad etiquette and is never successful. Don’t be too persistent. You can try composing the e-mail in a fun and appealing way, rather than sending one uniform message over and over again.
Another disadvantage is that writing personalized e-mails can be very time-consuming. It’s effective, but that does not change the fact that it takes a lot of time to make e-mails appealing to various types of customers. It also takes a lot of time to prepare for this activity. Reading researches and analyses takes a lot of time and attention. Learning which sources to trust is a long process, also. If you want to do it quickly, it won’t be as effective as you may hope.
If you give this method a chance, you may see how effective it can be, regardless of the disadvantages. You will be able to create a close relationship with your current customers which will help you significantly when it comes to improving your business. Try it out, and see how everything goes.