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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.

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