To create a successful dialog with customers, more and more marketers use direct marketing activities. Because unlike mass communication, direct marketing uses personal consumer information to create a targeted message.
In recent years, companies have increased spending in these areas, and today, in the European Union, nearly 27, 7 billion Euros are spent every year on direct marketing.
Clearly, direct marketing activities are gaining importance as a way of communicating with customers. Personal direct marketing is especially useful for the acquisition of new customers and to enhance consumer loyalty.
There are various forms of direct marketing, which can be categorized by the way the message is communicated.
Of all the channels, postal advertising mail is still the leader in total expenditure for direct marketing. Approximately 11 billion Euros will be invested this year by advertisers in the European Union. But e-mail marketing also plays an important role and will gain even more importance in the future.
No matter what channel you choose, to be successful you must have knowledge of the target group and their needs and desires.
