Direct Marketing: what is it, types, how to do it, example and cases

Anyone who wants to communicate effectively with their customers depends on direct marketing.

It is an excellent option to attract the attention of your audience and generate more sales, spending little.

But it’s not about magic, it’s about strategy.

As you acquire knowledge about this matter and begin to use direct marketing tools, you are approaching an ideal form of communication with your client or potential client.

As you will see in this article, this is one of the best ways to optimize your marketing investments.

Whatever your goal, attract and retain customers or make your brand known, here is a recipe that can make you more famous.

So, it’s time to learn about the types of direct marketing and learn step by step how to put together a winning strategy.

What is direct marketing?

What is direct marketing


Direct marketing is a set of strategies used by companies to approach people who have shown interest in the products or services of a certain brand.

This communication is established without intermediaries, as its name indicates.

It can be by phone, traditional mail or email.

The objective is to reach a specific target audience, through personalized messages that seek to conquer new customers or retain those you already have.

For this reason, direct marketing is a model characterized by efficiency.

In short, convert more and spend less, compared to other types of marketing.

In this way, it is an ideal alternative for small companies that generally do not have many resources to invest in attracting potential customers, the so-called leads.

Main direct marketing objectives

Main objectives of Direct Marketing

The objectives of direct marketing vary by business, but some are common in most companies.

First of all, there is the purpose of increasing the number of people who know your brand.

Even if a campaign does not lead to a sale, the mere fact that your brand gains notoriety is already a positive result for your business.

It is good to remember that if the public has you in mind, it is possible that some sale will be made in the future.

In general, this is specified when the audience is presented with the need to buy the products or services that you offer.

In addition, direct marketing also aims to increase customer satisfaction and loyalty.

For this, it is necessary to treat each one individually, exclusively and with personalized attention.

Obviously, one of the main purposes of this method is to generate new leads and consequently, new sales.

It is also important that all parties win. Therefore, campaigns must be fair to both customers and business.

If the consumer does not perceive the benefit, he will not take the action that you want him to take.

As simple as that.

Types of direct marketing

Types of direct marketing

The world of direct marketing is constantly evolving.

Despite this, there are some types of direct marketing actions that are more common.

Pay attention:

  • Telemarketing: telephone calls to a contact list to ask for donations, obtain opinions about a product or service, request support for a political cause or campaign, or for sales purposes.
  • Direct Email Marketing: this form of direct marketing aims to reach consumers through their emails. Their addresses can be collected on the landing pages of the site itself, on social networks, forums or in an online sale.
  • Physical Marketing: Advertising material is sent directly to the person’s address. It allows a wide segmentation of the target audience and also personalization.
  • Catalog marketing: the company sends a printed or digital catalog with the product portfolio, as is the case with brands that operate in the direct sales market, that is, door-to-door.

How to use direct marketing in your strategy

How to use direct marketing in your strategy

Now that you know the concept of direct marketing, its objectives and the main formats, you might ask yourself:

How can I apply direct marketing strategies in my company?

Unfortunately, there is no magic formula.

But to help you navigate your journey, I put together a guide that includes the main steps you must follow.

Use it to ensure your direct marketing strategies are successful.

1. Identify your target audience. 

First of all, you must know your target audience.

Well, it’s about getting to him directly.

But how can you do it without knowing how you think and how you behave?

Difficult, right?

The ideal is to define your buyer person, which is equivalent to the profile of the ideal client of your business.

This is not so difficult anymore, as you are dealing with people who have already shown interest in your product on another occasion.

My advice: keep your database always updated and organized.

A good CRM (Customer Relationship Management) tool can help you accomplish that mission.

A lot of attention!

In addition to identifying that audience, it is necessary that you have their permission so that you can send anything, be it email or catalog via email.

Otherwise, there will hardly be any conversion and you will surely cause inconvenience to the recipient.

2. Produce relevant content

Your client is a precious commodity. Therefore, it should be given special attention after the time of the offer or sale.

A good measure that companies use to maintain relationships with the consumer is the production of content.

But take it easy, it’s not just any kind of content.

It has to arouse interest and add value to the public.

It is essential to be relevant to get attention and have a conversation with each other.

If not, the effect will not be what you expected.

Remember that the public has plenty of options on the internet to find free content that they like.

3. Offers real benefits

Offers real benefits

A big mistake companies make is being tempted to create any offer just to say that it provides advantages to their customers.

The modern consumer is smart and does not fall into this trap.

Before offering a product or service, it is necessary to pause and think:

Does what I offer really add value to my clients?

Do you guarantee your satisfaction after purchase?

In addition, when a company offers real advantages, it wins.

Put that strategy into practice and you will see that the credibility of the business increases and customers tend to be more aware of the next actions of your brand.

4. Decide on the best communication channel 

During the process of identifying your audience, you will get information about the best way to establish communication – whether by phone, email, letter or any other channel.

For example, to communicate with a younger audience, perhaps email and social networks are the most appropriate means, since they tend to be connected much of the time.

Nowadays, they access their message box through the smartphone in real time.

But don’t just stay on one channel.

You can choose more than one way to talk to your client and build relationships.

5. Strengthen branding

Does your company already carry out any branding work?

If so, you are on the right track.

If not, you have to urgently invest in branding strategies for your brand.

Because even if a customer doesn’t accept your offer the moment you make it to them, the action can linger in their mind for a long time – until they decide they’re ready to make the purchase.

Therefore, it is very important that you regularly reinforce the values ​​of the brand in whatever action you decide to take.

Thus, the customer identifies with your company and their trust grows gradually.

Therefore, the chances of doing good business also increase.

6. Choose the best tools

Choose the best tools

After defining the target audience and the best resource, there is a new challenge in front of you.

It is time to define which the most appropriate tools are.

Ideally, whatever the contact method, you will try various tools until you identify the one that best meets your needs.

Returning to the example of the younger audience, email marketing can be a good way to communicate with those customers.

Over time, you will notice that there are countless tools that you can put to the test to ensure the success of each action.

And it is important that you follow this advice: do tests before making your choice.

7. Invest in the sense of urgency

I’m sure you’ve already seen a limited-time offer and thought you couldn’t miss that opportunity. True?

That is the effect caused by the famous sense of urgency.

It is one of the most used elements in direct marketing and tends to work well when used wisely.

Therefore, do not stop giving this strategy the attention it deserves, when you go to present the offer to your client.

Consider that if you do it leaving a very long deadline, your client may forget it, or even lose interest.

If you know your days are numbered, the purchase decision may be faster.

8. Reward those who are already a customer

The relationship marketing acts as a sort of ally of direct marketing.

And it is not difficult to understand that relationship.

It is necessary that your customers feel valued so that they continue to buy.

Do you want some good advice?

Identify the customers who have been with you the longest and try to reward them in some way. For example, offering them a discount or a gift.

The important thing is to make it clear that their loyalty to your brand does not go unnoticed.

9. Test the strategy

How to use Try the strategy

Do you remember that I told you about testing the tools in your marketing actions?

Measuring effectiveness is essential.

Separate a small group of people who make up your target audience to be the “guinea pigs” of your direct marketing

By doing a test with that group before launching the campaign in its entirety, you will already have an idea about the performance of the action.

Also, it is important to recognize the aspects that can be improved, both in communication approaches and in the offer itself. Thus, you will avoid prejudices.

It is a way to perfect your strategy and optimize resources.

10. Measure the results

How to say that your campaign was a success, if you don’t follow up on the results?

So be sure to monitor every stage of the campaign, from how many people you reached, to the number of users who actually converted.

To facilitate this stage, define some metrics and KPIs that allow you to correctly determine the Return on Investment (ROI) of the campaign.

Remember: what is not measured cannot be managed.

Advantages of direct marketing

Advantages of direct marketing

A well-planned marketing campaign can bring you closer to your ideal customers.

Therefore, knowing better the advantages of direct marketing will help you to stay focused on getting the most out of this strategy in your business.

There are very good reasons to invest in this idea.

Find your ideal clients

Using direct marketing allows you to segment specific groups of customers with personalized messages.

To do this, it is ideal to take some time to research and identify the customers who are most likely to want your products or services.

That way, you focus your efforts on those with which you can get results, for example, make a purchase.

A well-conducted direct marketing campaign also provides an accurate picture of how your customers are responding to your offers.

Convert more, spending less

Even with a low budget, the company manages to convert a lot.

What happens is that the strategies are directed to a more specific audience.

This ensures a higher rate on sales than on mass market actions, in which many are not really interested in your products or services.

Build loyalty to your customers

The method helps build direct and lasting relationships with your clients.

You can personalize promotions, letters, offers and links in emails to create an immediate connection with your client and a personal identification with your company.

Additionally, many businesses combine direct marketing and customer loyalty strategies to build and maintain those customer relationships.

They do it by sending birthday cards, discount offers and invitations to personalize and please the customer.

Generation of more leads

Generate more leads

Direct marketing allows you to adapt and respond to the needs of your market and your company, making it possible to obtain faster sales results.

You can use a direct marketing campaign to increase sales of a specific product, deplete stock of outdated items, or track the performance of a promotion.

It is worth remembering that word of mouth marketing is one of the most powerful ways.

An effective marketing campaign strengthens the credibility of your customers in relation to your business.

It is something that they can easily share with friends, colleagues, acquaintances and family.

Consequently, that movement can generate new leads.

You can track and measure more results

Direct approaches lead to direct feedback.

If you send a catalog to 100 customers with a discount voucher on one of their pages, and 20 of them bring it back to your company, the campaign had a response rate of 20%.

For this reason, direct marketing is also a great way to assess your customers’ appetite for your solutions, as well as testing new products or services.

The method allows you to test markets, analyze sales results, measure the effectiveness of your tactics, and make adjustments to your campaigns when necessary.

Remember that every time you run a direct marketing campaign, you must monitor and analyze the results.

Then use that information to improve the performance of your next campaign.

Direct Marketing Examples and Cases

Direct Marketing Examples and Cases

To make this concept clearer, I am going to show you examples of direct marketing that can serve as inspiration for your business.

Cosmetics catalogs

The cosmetics industry found direct marketing a profitable way of doing business.

This is the case of brands such as Avon and Mary Kay.

Usually an authorized reseller leaves the catalog at the customer’s home and the customer marks the products that interest them.

Subsequently, the customer receives their products on the stipulated date.

Simple, direct and easy.

Fast food networks

Large fast food businesses such as Burger King and McDonald’s invest in direct marketing, mainly with discount coupons.

But everyone uses the method differently.

For example, McDonald’s offers a download of the offer in QR code or PDF.

The Burger King offers a disposable card with discounts.


One of the largest pizza networks in the world is Domino’s. This one has a very interesting strategy.

You give away VIP vouchers to registered customers who have been ordering for some time, encouraging them to try new flavors.

In addition, the company regularly uses email marketing in its direct marketing strategies. Send personalized messages to clients, thus increasing their trust in the brand.

Start capturing leads with Klickpages today

Start capturing leads with Klickpages today

How about using digital marketing as a means to converse with your audience, gain notoriety and awaken interest in what you offer?

My recommendation is that you use a resource to capture leads on your site or blog.

It can be through an invitation to subscribe to a newsletter, receive news by creative email, download an e-book or enroll in a free course.

For this purpose, you have to strive to create a landing page with which you can increase your conversions.

And nothing better than Klickpages to build a simple, practical and fabulous page.

I looked at the three basic steps to do it:

Choose your model: know the high conversion alternatives proven by tests.

Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.

Publish: finally, you only need to publish your own domain, without additional hosting costs.

Make your campaigns a great success!


Direct Marketing Conclusion

In this article you saw that it is not difficult to understand the dynamics of direct marketing, its operation and tools.

And when you understand its benefits, you realize the need to put this strategy into practice.

The potential of campaigns based on this method to evaluate results simply cannot be ignored.

Whatever your marketing objective, you now have all the elements to build an effective plan.

At that point, count on Klickpages and their powerful landing pages to connect with your audience and generate leads.