The direct marketer normally aims to secure immediate purchases from prospects. The campaign success is judged by the response rate.
A response rate of 2% is normally considered good in direct marketing sales campaign. Yet this rate also implies that 98% of the campaign effort was wasted.
That is not necessarily the case. The direct marketing presumably had some effect on awareness and intention to buy at a later date.
Furthermore, not all direct marketing aims to produce an immediate sale. One major use of direct marketing is to produce prospects leads for the sales force.
Direct marketers also send communication to strengthen brand image and company preference; examples include banks that mail birthday greetings to their best customers.
Some direct marketers run campaign to inform and educate their customers to prepare them for later purchases; thus Ford send out booklets on “How to take Good Care of your Car”.
Given the variety of direct marketing objectives, the direct marketer needs to carefully spell out the campaign objectives.
A response rate of 2% is normally considered good in direct marketing sales campaign. Yet this rate also implies that 98% of the campaign effort was wasted.
That is not necessarily the case. The direct marketing presumably had some effect on awareness and intention to buy at a later date.
Furthermore, not all direct marketing aims to produce an immediate sale. One major use of direct marketing is to produce prospects leads for the sales force.
Direct marketers also send communication to strengthen brand image and company preference; examples include banks that mail birthday greetings to their best customers.
Some direct marketers run campaign to inform and educate their customers to prepare them for later purchases; thus Ford send out booklets on “How to take Good Care of your Car”.
Given the variety of direct marketing objectives, the direct marketer needs to carefully spell out the campaign objectives.