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Direct marketing

Key takeaways:

• Target the right audience
• Personalize marketing communications
• Engage with current and past customer
• Track campaign results for optimization

Generating top of funnel leads is the lifeblood of many businesses. Gaining access to highly qualified leads is always a priority but one that must be weighed against acquisition cost. Direct marketing is an effective lead generation tool that has many advantages. Below we’re sharing some of the top reasons direct marketing is so successful.



One of the biggest strengths of direct marketing is that it is produced based on extensive research. The research phase not only helps identify individuals who fit the criteria of a qualified lead, but also weeds out the demographics, psychographics, behaviors, and geographies that don’t apply to a business and its audience. Every business is competing for the attention of targeted individuals. However, direct marketing helps a brand stand out from the pack with a solution to a problem that applies to a particular group, greatly increasing the likelihood of a purchase or sale.


A Personal Approach

Direct marketing is one of the few methodologies that can use personalization. Direct mail is an ideal vehicle for customizing information that resonates with a recipient. It is rare to receive something from a company that truly feels personal. That rarity is what makes it such a valuable commodity. Personalization helps a brand rise above the competition and show a current or potential customer that they truly care about their business.


Keeps Customers Loyal

Direct marketing is a great way to engage with current customers and even past customers. Many businesses collect information on their new and active customers. This data collection is valuable and can be used for a variety of direct marketing efforts, including win-back and up-selling/cross-selling. With a bevy of information at the ready, a skilled direct marketer can craft a winning, personalized piece of direct mail.


Result Tracking

Managing the results of your direct marketing efforts is key to understanding what’s working and what’s not. Marketers can use a variety of tactics to help drive response and track attribution. In direct mail, offers are a great way to get recipients to respond to your marketing. And those promo codes, QR codes, vanity URLs, or other response paths will help you track results and learn what’s successful. This data will inform your ROI and will allow you to constantly refine and optimize to improve results over time.

Have questions about adding direct mail to your marketing mix? Drop us a line.

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Mike Gunderson is the founder of Gunderson Direct, Inc., a direct marketing agency that helps businesses drive new leads and close more sales through traditional offline channels, especially direct mail.