Direct marketing gathers the communication actions used to trigger an immediate response from the targeted people. These responses can be a quote request, an appointment booking, a purchase, a membership or a subscription among others. Direct marketing is known to be effective because it relies on a comprehensive database of a particular target segment. We know the identity, the needs and the constraints of the targets: this allows us to personalize the messages. To collect this information, the implementation of mailing campaigns, direct mailings and prospecting is essential.
Direct marketing has two main advantages. On the one hand, it allows you to send individualized messages to prospects who then feel privileged. On the other hand, it encourages exchanges and helps create a direct relationship between the company and the prospect. The ultimate goal of direct marketing is to provoke a positive response from the prospect.