Using consumer education in direct marketing campaigns

Consumers react to an offer when it intersects with their own interests: You’ll get a response when they want your service, want your product, or simply want more information about you to act on in the future.

The trick, particularly when working with new direct marketing lists, is to get recipients to realize that they are indeed interested. A highly effective way to do this is via consumer education: Inform them about what differentiates your product or service from the status quo or from the competition.

Sometimes this can be done very quickly, using wording such as:

  • Better pricing
  • Quicker delivery
  • More style options in stock
  • New, improved design (provide details)
  • Free trial sample
  • Sign up for notification of special offers

Consider crafting a message that gives your audience an “inside view” of developments in the product or service field — developments that would make it in their interest to try your product or sign up for your mailing list. Alert the recipients to changes in industrywide pricing, to changes in regulatory standards, or to new technological developments that make this a good time for them to respond to you.

Marigold has extensive experience supporting direct marketing campaigns that use consumer education messages to develop new market segments and new product categories. Please contact us to find out more.

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