In brief: Direct marketing addresses identifiable people or segments with an offer and a measurable response path.
How I use direct marketing in practice
I define permission, audience, offer, channel, response and follow-up before sending anything. The message should make the next action clear and measurable.
What to watch
Personalization is not permission. Poor targeting, excessive frequency and unclear consent can damage trust and compliance.
Questions for decisions
- Do we have the right to contact this audience?
- What response are we asking for?
- How will quality be measured?
- What happens after the response?