Direct marketing: clarify audience, channel and delivery
Direct marketing targets recipients or selected areas using post, email, messaging or telephone. For a useful quote, the channel, intended response and work scope matter more than a finished campaign idea.
Define the intended response
Should the campaign generate enquiries, shop visits or reactivate customers? Specify the offer and audience. A clear call to action and easy next step help delivery. Distinguish creating assets from sending and handling responses.
Separate channels from recipient selection
Addressed mailings use individual addresses. Unaddressed advertising is planned by area and delivery rules. Digital messages and calls need suitable data and lawful contact. The choice depends on your audience and offer; one rule does not cover every campaign.
| Channel | Basis for a quote |
|---|---|
| Addressed post | Recipient count, mailpiece and address preparation |
| Unaddressed advertising | Area, delivery quantity and materials |
| Digital contact or phone | Lawful contacts, content and work scope |
Check data quality and lawful use
An existing list is not automatically usable for every channel. Check origin, currency, purpose and permissions or objections. Mass email advertising generally requires prior opt-in. The existing-customer exception concerns similar offers from the same business and requires an opt-out. Sender identity and an easy free unsubscribe remain required.
Prepare materials and sending together
For postal campaigns, format, weight, personalisation and processing affect the work. Check files, preparation and deadlines before production. For unaddressed advertising, quantities should match the reachable area; advertising refusal stickers reduce commercial delivery quantities.
Compare total cost for suitable delivery
Compare full delivery rather than print price or agency fees alone. Production, required quantity and reserve, processing, transport and delivery belong together. Unknown shipping costs and your own time are not free. Digital campaigns may add software, messaging and data maintenance.
| Cost category | What should be visible |
|---|---|
| Preparation | Concept, copy, design and data handling |
| Production and processing | Quantity, materials, personalisation and preparation |
| Delivery | Transport, postage or messaging/calling and reporting |
Coordinate dates and responsibilities
Separate material readiness, dispatch and desired arrival. Printer delivery is not recipient delivery. Agree approvals and responsibilities for data, content and execution. International campaigns add language, logistics and legal requirements to check first.
Evaluate responses meaningfully
Agree how responses are recorded and handled. Codes, dedicated contacts or campaign links may help attribution without capturing every effect. Include returns and objections. Delivery, opening or a call is not a sale; reporting should separate these stages.
Frequently asked questions
Do I need addresses already?
No. Sourcing or checking may be included. Unaddressed advertising uses a delivery area instead.
Is direct marketing only postal advertising?
No. Email, messaging and phone may also be included, with different requirements.
Is printing included?
Only if agreed. Separate planning, design, print and sending.
Can I enquire without a finished idea?
Yes. Describe the offer and audience; concept and channel selection may be quoted.
Is a purchased list enough for email ads?
No. Purchase alone does not establish lawful use. Check permissions, exceptions and opt-outs.
How do I compare costs?
For the same quality and timing, include all required work, quantities, transport and delivery.
