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Direct

Direct marketing delivers advertising or promotional messages direct to carefully targeted potential customers on an individual basis, not through a mass medium. Once synonymous with direct mail, direct now encompasses a range of channels including telemarketing, email and mobile text messaging. Direct marketing typically requires detailed customer data in order to personalise the marketing material, which typically drives a specific ‘call-to-action’. Direct selling is face-to-face presentation and sale of products or services, usually at the customer’s home.

Key Reading

Important papers from across the Warc database

This article looks into the continuing power of physical post over digital communications in direct mail. Response rates to letters are typically 30 times better than email and despite its additional cost, letters still account for over a third of total direct marketing expenditure.
Research undertaken by Royal Mail, the national postal provider, to understand the impact of direct mail.
This paper discusses the importance of giving consumers control and respecting their privacy.
These awards are given to direct marketing campaigns that have the power to change business.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study describes how HomeServe, a home assistance provider, increased employee engagement through the delivery of a People Charter in the UK.

Case Study

This case study describes how FT.com, the online division of the British business newspaper The Financial Times, redesigned its renewals and Step Up communications, primarily through email.

Case Study

This case study details how Head & Shoulders, an anti-dandruff shampoo brand, grew its shares in Israel by associating with the religious festival of Passover.

Case Study

This case study details how DFS, the furniture retailer, increased sales and conversion rates across its stores in the UK market.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.
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Article

This event report describes a campaign from EasyJet, one of Europe's biggest budget airlines, to make its passengers feel involved in the celebrations of its 20th anniversary.

Article

This article covers the key content marketing trends in Asia - specifically popular content pillars, distribution choices and social channels as selling channels.

Article

This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.

Article

This event report explores ten ways that cosmetics retail brand Sephora and travel retail brand DFS are using e-commerce to grow their sales in Asia.

Article

This article explains how to use doordrops in customer acquisition.
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  1. Article

    This article seeks to demonstrate how direct mail is not only defending its place in a digital world, but is becoming more important as the line between digital and physical blurs.

  2. Article

    This event report explores ten ways that cosmetics retail brand Sephora and travel retail brand DFS are using e-commerce to grow their sales in Asia.

  3. Article

    This article explains how to use email in customer acquisition.
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  4. Article

    This research article investigates which digital marketing channels drive the most purchase conversion across Asia.

  5. Article

    This article describes results from research into business to business (B2B) digital marketing, offering understanding of how budgets are being used.
  6. Article

    This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings.
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