What factors influenced your most recent purchase? Have you been wishing for something for a while and finally decided to pursue it? Were you browsing a store casually and came across something you liked? Or were you browsing and a business’s advertisement convinced you that you needed to purchase it immediately?
If the latter, the business used outbound marketing to persuade you to act immediately upon viewing one of their marketing materials. It can be a highly effective strategy, especially when executed properly.
Learn how businesses can use direct response marketing to increase conversions, best practices for developing these types of campaigns, and real-world examples from real businesses.
Direct response marketing (DRM) is a term that refers to a type of
Direct response marketing, also known as push marketing, is when you present an offer to your target audience in the hopes of convincing them to take immediate action, such as completing a lead generation form, downloading an ebook, or making a purchase.
This strategy is popular among marketers due to its ability to generate rapid results for time-sensitive campaigns.
Direct response marketing is distinguished from traditional marketing by its emphasis on immediate response and ROI rather than on brand awareness. Below, we’ll discuss additional aspects of these advertising campaigns.
Strategies for Direct Response Marketing
Customer-centric, targeted, offer-centric, and time-sensitive are all characteristics of direct response marketing strategies. What does this mean for your campaigns?
Customer-centric
To elicit a response, direct response advertisements must be customer-centric and directly relate to the value you can provide them if they take the desired action. If your audience does not understand why your offer is valuable to them, they will not take action.
Targeted
Because not all of your customers have the same needs, your advertisements must be hyper-targeted with personalized messages that speak directly to their pain points. Epsilon discovered that 80 percent of consumers are more likely to purchase a brand that offers personalized experiences.
Offer-centric
Direct response advertisements encourage users to take action, and thus typically include an offer or call to action that informs the user of the desired action, whether it’s subscribing to your newsletter or making a purchase. Consider copywriting best practices when creating these offers to ensure they are clear and concise, focused on a single specific outcome, and personalized.
Urgent
All of these advertisements include a sense of urgency in addition to a call to action, which is why phrases like “While supplies last” or “Buy one get one free” are frequently used. For instance, you might send a direct response advertisement to remind consumers about an upcoming event so they can quickly decide to sign up rather than miss it.