Although the marketing domain has undergone tremendous changes in the recent times, the fundamental rules of the game continue to remain the same. Marketers nowadays are adopting different forms of marketing along with traditional forms in order to create a memorable impression before consumers. Amongst the many marketing forms, direct response marketing is gaining increasing importance in today’s competitive business world.
Direct response marketing aims to evoke immediate action from consumers. It can be subscribing to emails, calling for more information, or making a purchase on the website. Given the personalized nature and trackability of direct response marketing campaigns, marketers are likely to benefit greatly from audience segmentation and data mining. But success in this field requires marketers to follow certain rules, which are as follows:
Making an offer
Every direct response marketing campaign has an offer that pushes consumers to react. The campaign is likely to be more effective if your offer is appealing, interesting and relevant enough to your consumers. Making a solid offer is the basic rule of direct response marketing.
Eliciting immediate response
Just making an offer is not enough. Your offer has to be appealing enough to evoke immediate responses from your consumers. A plain offer can make consumers lose interest in you. But giving them a reason will certainly take them out of their skepticism and make them respond immediately.
Making instructions clear
Unless your direct response channel, whether it’s a flier, website, sales letter or email, has clear instructions for consumers, the campaign is likely to fail miserably. The campaign should provide instructions as to what consumers need to do, how they can do it and what happens after doing it.
Crafting appealing copies
A lot of direct response marketing’s effectiveness is dependent on the ad copy. Instead of creating long, boring copies, you should keep it crisp, creative and straightforward. Your copy should reflect the benefits that consumers are likely to get from your offer. It should appeal to consumers and push them to take an action.
Tracking and measuring performance
Like all other forms of marketing, direct response marketing requires regular performance tracking and measurement. You need to leverage the power of data to know how your campaign is performing and your ROI is increasing. Not only will this help you improve performance but also allocate your marketing budget to campaigns more effectively.
After you send out your message, you need to follow up with your prospects. A smart marketer will ensure that he or she maintains regular contact with prospects and foster long-lasting relationships with them. Unless you follow-up with your prospects, your direct response marketing campaign will get lost in the clutter.
Last but certainly not the least, you need to become a discipline and tough marketer if you wish to succeed in direct response marketing. You should focus on clearing the junk of your business and focus on aspects that actually work. You should create a regime and stick to it dedicatedly if you wish to get results.