Direct Marketing Key Terms

Increase your business know-how by understanding direct marketing key terms

Direct marketing, by definition, is any type of marketing that targets potential customers directly. This can be direct mail, email, telemarketing or any other type of advertising campaign that is guaranteed to reach these customers. Reception is not guaranteed with methods such as television and radio advertising.

Understanding direct marketing key terms can help you better design your campaign, allowing you to negotiate with direct marketing firms. Whether you're a small business owner who does marketing yourself or you own a large company and have a marketing manager to get this done for you, it's imperative that you know what you're doing and what you're talking about before you deal with direct marketing companies.

1. Direct mail is the most common form of direct marketing done today. Designing a great ad that will not get thrown straight into the trash can is key.

2. Email marketing is the newest type of direct marketing plan. With the explosion of the Internet, you can't afford not to use this valuable resource.

3. Telemarketing is still a popular method of direct sales but is decreasing in popularity due to the recent conception of the Do Not Call Registry. It can still be effective, though.

 

Investigate key terms of traditional direct marketing

Direct mail still reigns when it comes to marketing. When dealing with direct marketing agencies, it's wise to go in having a firm grasp of the industry's terminology. Ultimately, it's your decision as to which mailing lists to use, what type of packaging you want and how the copy is laid out. The company you choose will help you get the best response rate, but if you choose to keep it in-house, you'll have to put your best foot forward.
Try: Explore the terms used in the direct mail industry at Sharpe Copy, which provides an exhaustive glossary of terms. Hennerberg Group has some great examples to look through so you can see different types of successful direct mail.

Drive traffic to your website with an email direct marketing plan

The vast majority of Americans have email addresses, so this opens up a new avenue for direct marketing. You should know about "click-through rates," "opt-ins," "bounces" and "unsubscribe requests" before you even consider starting an email campaign. Also, you'll need to familiarize yourself with federal laws regarding spam; you wouldn't want to get your company in trouble with the Federal Trade Commission.
Try: EmailLabs has a great glossary to help you understand email marketing terms. Read through the CAN-SPAM Act of 2003 to ensure that you do not violate its rules; you can find an easy-to-read explanation at Listrak.

Learn the ins and outs of telephone direct marketing services

There are even more terms associated with telemarketing. If you plan on using a direct marketing company to make the calls for you, you'll need the ability to comprehend the contract they give you. It's a good idea to brush up on the terminology beforehand so you know what you're signing. This will also help you negotiate a better rate if you catch something that looks suspicious. In addition, all telemarketing campaigns must abide by the Federal Trade Commission's stipulations, whether you hire a company or do it yourself.
Try: Learn the lingo of telemarketers by browsing through the terminology at CallCenterTeam.com. Find out more about the National Do Not Call Registry to make sure you're doing what you're supposed to.

 

• B2B direct marketing is something else you should not overlook. Almost every company has something it can sell to other businesses, be it a product or a service. Any of these three methods can be used when marketing to businesses, although for the sake of not disturbing other business owners during their work day, telemarketing should probably be avoided.

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