Measuring the results of direct marketing

[Reyed Mia (Apprentice, DIU)]

Measuring the results of direct marketing

While it can be difficult to measure the effects of advertising or sponsorship, in contrast, direct marketing is totally accountable. With any direct marketing campaign, you can calculate a break-even point - the number of sales you need to make to cover the cost of the marketing. In addition, you can work out the cost per response and the actual return on investment.



This simple analysis will enable you to tweak your campaigns in order to improve your results. You can also identify those that are most responsive and target them again in future.

Direct marketing is about making direct contact with existing and potential customers to promote your products or services. Unlike media advertising, it enables you to target particular people with a personalised message.

Direct marketing can be cost effective and extremely powerful at generating sales, so it is ideal for small businesses.

Direct marketing uses a variety of different methods. Traditional methods include direct mail and leafleting, but email marketing, telemarketing and mobile and SMS marketing are also widely used and provide a cost-effective way to reach your customers on a one-to-one basis.

https://www.marketingdonut.co.uk/direct-marketing/direct-marketing-overview