Guide

Direct marketing: the basics

Introduction

Direct marketing is any unsolicited contact your business makes with existing or potential customers in order to generate sales or raise awareness.

For many businesses, it's by far the most cost-effective form of marketing. From direct mail and leaflet drops to telemarketing and email marketing, it allows you to target customers with accuracy.

However, careful preparation of direct-marketing campaigns is essential if you are to make the most of your investment and get the response rates you want. You need to ensure you do not contact individuals who have decided they do not want to receive direct marketing mailings.

This guide sets out the different types of direct marketing and outlines the advantages and disadvantages. It gives details of current legislation and industry best practice, and tells you where to get more help and information on both.