Ever heard of direct response marketing (sometimes referred to as direct response advertising)?
- Direct Response Marketing Definition
- Direct Marketing Adalah
- Direct Marketing Meaning
- Direct Marketing Response Can Take The Form Of
What is direct response marketing?
Direct response marketing involves creating ads that evoke an immediate response from your audience. This strategy encourages your audience to take action on your ad through enticing offers.
What is Direct Response Marketing? Have you ever heard the term direct response marketing but didn’t really know what it was or how to do it? If so, today I’. The call to action is an essential part of direct marketing. The recipient of the message is urged to immediately respond by calling a toll-free phone number, sending in a reply card, or clicking. Make responding easy. If you want to have an effective direct response ad, you must make it easy. Direct Respond Marketing is the promotion of a product or service directly from the seller to the consumer, not through intermediaries such as TV advertisements, radio advertisements or public billboards. This type of marketing can be especially effective for small and medium businesses with less brand recognition and moderate advertising budgets. Direct response is a type of marketing designed to elicit an instant response by encouraging prospects to take a specific action. Direct response advertisements must trigger immediate action from prospects, since the goal is to generate leads quickly.
Direct response ads include:
- TV commercials
- Print marketing
- Radio spots
- Online ads
In terms of digital marketing, you’ll find these ads as pay-per-click (PPC) ads or social media ads. These ads make irresistible offers to push prospects to become leads.
For example, in exchange for a free product or free trial, you may ask leads to sign up for your email newsletter, share your latest blog post, or register for a program.
The goal of these ads is to turn strangers into customers by getting people to act immediately. These ads utilize calls-to-action (CTAs) that motivate users to take action. The ad must trigger instant feedback and activity. Otherwise, it fails to be a direct response ad.
If you’re looking to gain more leads and revenue for your business through compelling ad copy, direct response marketing is an excellent strategy for your business. Direct response marketing allows you to create click-worthy ads that motivate your audience to take action.
On this page, we’ll explore this strategy and share five direct marketing best practices to use. We’ve also included some direct response marketing examples for you.
If you need professional assistance in managing your direct response ads, call us today at 888-601-5359 or contact us online to learn more about our online advertising services.
3 critical components of direct response marketing ads
Let’s take a look at three crucial parts of direct response marketing ads:
1. An offer
To be qualified as a direct response ad, your ad must offer something to your audience. The proposal makes this ad an immediate offer because the offer gets your audience to respond immediately.
You can make numerous types of offers. A few examples include:
- Free products
- Product trials
With these ads, the aim isn’t typically to sell anything, but rather, get your audience’s attention and lead them to take action. These ads suck your audience in and get them to become a lead for your business.
When you make your offer, you typically want to hit the pain points of your audience. These pain points include emotions, desires, frustrations, and fears. When you touch on these pain points, you get your audience to act faster.
The next most crucial component of direct response marketing ads is the information. You must have the right balance of information on your ad.
Provide your audience with other information to consider your offer and get them to accept it immediately. The amount of information you need to deliver depends on your product.
If your product or service is well known, like an iPhone, you won’t need to provide too much information. Your audience already knows about your product, so you’ll only need to provide them with the relevant details that get them to convert.
When you have products that aren’t well known, you need to provide more information. People need to have the necessary information to understand your product, as well as the selling points of the product.
It’s important to remember that you only have seconds to get your audience’s attention. Along with your essential information, you must have a persuasive message that gets your audience to act. You want to entice them to act on your ad’s CTA.
CTAs are a vital component of direct response marketing. These CTAs guide your audience to take action. They help you tell your audience how to proceed next.
Every good direct response marketing ad utilizes a strong CTA.
Your CTA should compel your audience to take the next step.
Direct Response Marketing Definition
Use CTAs that focus on:
- Collecting a coupon code
- Following a link
- Contacting your business
- Subscribing to a video channel
- Sharing an article or video
- Downloading a guide or white paper
- Signing up for a newsletter
- Buying a product at a discount
If you want to have an effective direct response ad, you must integrate a descriptive CTA that entices your audience to click on your ad.
What does a good direct response marketing ad look like?
As you’re creating a direct response ad, you may wonder how your ad should look.
If you want to create an ad that drives results, your ad must:
- Make a specific offer
- Target particular people
- Personalize itself to your audience
- Have a clear CTA
- Outline the benefits
- Be trackable
- Be measurable
If your direct response ad has all these components, you set yourself up for a successful campaign.
5 direct response marketing best practices for creating impactful ads
Direct response ads drive valuable results for your business.
You’ll earn more leads and conversions by using these impactful ads. To ensure you’re using them effectively, let’s take a look at five direct response marketing best practices for creating impactful ads.
1. Make responding easy
If you want to have an effective direct response ad, you must make it easy for your audience to respond. Your audience doesn’t want to jump through hoops to get the product or service they want.
If your ad isn’t easy to use or understand, you’ll lose perspective leads.
Give your audience an easy way to take your desired action. Whether it’s filling out a short form or asking a question, you’ll make it easy for your audience to participate with your direct response ad.
Think about 1-800 numbers.
When companies advertise products on TV, they often include a 1-800 number that people can call to buy the product. This phone number makes responding easy because people can remember it.
You don’t want to give your audience any reason to abandon your ad.
If any element on your ad becomes time-consuming or complicated, your audience will leave or ignore your ad.
To make your ads easy to respond to, only ask for the essential information. If gender isn’t relevant to your product or service, for example, don’t ask for it. It will just be another step that potentially discourages your audience from following through.
Take Hello Fresh as an example.
After clicking on their limited time offer, you arrive on a landing page that allows you to fill out the type of plan you want. You also choose the number of recipes for your plan.
Once you do that, you add your email and payment information, and then you’re done! It’s a simple and easy process for getting people to take advantage of Hello Fresh’s service.
By making responding easy, you’ll increase engagement on your direct response ad and gain more leads for your business.
2. Put a time limit on your offers
One of the best direct response marketing tips is to put a time limit on your offers.
Time limits are incredibly effective at getting your audience to take action on your ad. People are encouraged to take advantage of your offer because it’s only available for a limited time.
People don’t want to miss out on getting a free trial or claiming a coupon for half-off a product. By giving your audience a time restriction, they’re more likely to take advantage of your offer, so they don’t miss out.
You’ll want to set a reasonable time limit that gives your audience enough time to think, but also not too much time to think. If you only give your audience 30 seconds to make a decision, they’re less likely to act on your ad because it’s too quick.
To have an effective direct response marketing ad, you must set a time limit on your offers. Whether it’s two days or five hours, your audience needs to feel compelled to take advantage of what you’re offering.
3. Make directions clear
If you want people to take advantage of your direct response marketing ad, you must be clear with your instructions. When people can’t follow your directions, they can’t act on your exclusive offer.
Since you want them to respond quickly, you must keep your guidelines clear.
Tell your audience exactly how to proceed and claim your offer. If something is essential, like the expiration date of coupons, repeat it, so your audience doesn’t miss it.
If you use a form, you’ll want to stack all the fields on top of each other. They should go in a logical order and only ask for basic information necessary to the ad.
You can also guide your audience with arrows or other indicators. It’s a great way to ensure users know where to look next or how to proceed with obtaining the offer after reading about it.
Clear directions will help you obtain more leads with your direct response marketing campaign.
4. Give away free products or trials
If you’ve ever heard the saying, “if it’s free, it’s for me!” then you know how effective it is to offer free products to your audience. People love to get free offers and take advantage of them. It’s an excellent way for you to generate buzz around your brand.
Direct Marketing Adalah
Many companies will give away free webinars, booklets, guides, trials of software, or a sample size of a product. You’ll need to decide which is a better fit for your business based on your products or services.
For example, let’s say you own an essential oils company. You decide to offer a free guide on the best uses for different types of essential oils. In exchange for the manual, users provide their contact information, which allows you to promote your line of products later.
If someone were interested in essential oils, this guide would be an irresistible offer. It would help them understand how they can use essential oils. Better yet, they only have to input their name and email address to get the guide!
When you offer a free product, entice your audience to take advantage of your offer. You want to show your audience the value of the free product they’re receiving.
You can see the free product tactic used in the direct response marketing example below.
If you can attach a numerical amount to the free product, you’ll get more people to take advantage of your offer too. Saying “a $50 value!” makes people feel like they have to act on your offer because they’re getting a high-value product for free.
5. Track your campaigns
If you want to see success with your direct response marketing campaign, you must track your campaigns. This tip is one of the most critical direct response marketing tips because it helps ensure that you’re running an effective campaign.
When you run your advertising campaign, you want to ensure that you’re driving success for your business. Direct response marketing ads are easy to track because many come with a unique URL, phone number, or code. You can follow each campaign to see which ones are more effective.
By tracking your campaigns, you’ll know if your offers are enticing people to take action.
If you don’t see the best results, you’ll see where you can improve to help your ad perform better. Tracking your campaigns will allow you to put out the best ad copy to drive valuable results for your business.
Need help using direct response marketing?
Direct response advertising will help you obtain more interested leads by enticing them through special offers. It’s an excellent method for helping you gain new prospects that you can turn into customers.
If you aren’t sure how to run an effective direct response marketing campaign, WebFX can help.
We have over 200 direct response marketing experts that will help you create a campaign that obtains more leads. Our team has driven over 4.6 million leads for our clients, so you can count on us to help your business gain new leads through direct response ads.
Ready to start generating more leads for your business?
Contact us online or call us today at 888-601-5359 to speak with a strategist about our digital advertising services!
The direct mail response rate is one of the most common questions we get from clients interested in trying direct mail. Understandably, it is critical to your initial planning and expectations.
But you need to be realistic. Most importantly, you need to be aware that the answer will vary with different direct marketing objectives.
How do you measure response?
The response rate is the simplest, most common form of measuring the results of a direct mail program.
The response rate reflects the percentage of people who respond to a mailing.
To determine your response rate, you simply count up the number of responses the mailing generates, then divide by the quantity mailed.
100 responses divided by 5,000 pieces mailed = 2% response rate.
>>>Download our FREE Direct Response Tracking & Analysis Chart
What is the average response rate?
You often hear about 2% being the average response rate. This is true for certain applications and situations, but not for all.
It’s important to understand the applications and situations before you try to predict your response rate.
A 2% response rate is a good approximation if:
1. you are mailing to an outside mailing list (meaning any list that is not your own)
The people on outside mailing lists have no relationship with you. You are a stranger to them so you have an uphill battle when it comes to generating a response.
2. you are using a free offer than requires little commitment on the part of your audience.
Free offers are central to all lead generation campaigns. The concept is simple. You create a free report or white paper on a topic closely related to what you sell. You then offer the report to your target audience – and those people who are interested in the topic will respond. These leads are then considered potential customers.
Because these offers are free, you can expect more people to respond.
Of course, even if these two factors are in place, remember 2% is just the average. You could see a response rate of 1% or lower – which is very likely. Or you could see a response as 3-5% – which is very unlikely.
When 2% doesn’t work
In trying to project response rates for a business plan, 2% could be considered an average response rate (although 1% is safer and more realistic).
However, there are applications and situations in which 2% (or 1%) should not be part of your projections. Here are two scenarios:
1. If instead of mailing to an outside list, you mail to your house list of previous responders, you can expect a higher response rate – possibly several times higher than 2%. The logic should be obvious. The people on your house list already know you and have already demonstrated (from their previous response) some interest in your topic.
In direct marketing, they say “the profit is in the list” – and this is what they mean. This is how catalog and other mail order businesses make their money – by repeat mailings to their house list.
2. If instead of using a free offer, you use a price offer, you can expect to see a lower response rate – often fractions of 1 per cent. This is the difference between order generation and lead generation. In order generation, you are expecting an actual order in the form of a payment or an agreement to pay.
Even if the price is low (or discounted or spread out in payments over time), price is a barrier to high response rates. It’s not unheard of to see response rates as low as 1/10 of 1% (.001).
Don’t overlook response quality
The response rate tells you how many people responded to your mailing, but it doesn’t tell you anything about response quality.
For example, in lead generation, you can generate of leads with a free offer, but how many of those leads will convert into customers?
That should be another part of the equation. You need to think of both the quantity and quality of the response.
Consider, for example, these two mailings: One produces a 2% response rate, but that only 5% of the responses are able to convert to customers. The other produces a 1% response rate, but 30% convert to customers. The numbers should speak for themselves.
Campaign 1 – mailed 10,000
Response Rate: 2% (200 leads)
Conversion Rate: 5% (10 customers)
Net Order Rate: .1% (.001)
Campaign 2 – mailed 10,000
Response Rate: 1% (100 leads)
Convesion Rate: 30% (30 customers)
Net Order Rate: .3% (.003)
Although campaign 2 produces half the initial response rate, the lead quality was significantly higher resulting in a much higher conversion rate.
And don’t forget your mailing costs
Mailing costs are an important consideration when measuring your direct mail results.
Consider, for example, a mailing package that includes multiple components, all printed in four color, fully personalized and mailed first class. This package could cost you $1.50 per piece. Then consider a postcard mailer that when all is added up, would cost you 50 cents per piece.
One package costs $1.50. The other mailer is one-third the cost at 50 cents. Based on a mailing of 10,000 pieces each, the larger mailing would cost $15,000; the postcard mailer would cost $5,000.
Now, what if they produced the same response rate of 1%?
Campaign 1 – 10,000
Cost per piece – $1.50
Total cost – $15,000
Response Rate – 1% (100 responses)
Cost per Response – $150
Campaign 2 – 10,000
Cost per piece – $.50
Total cost – $5,000
Response Rate – 1% (100 responses)
Cost per Response – $50
This analysis only focuses on the cost per response. For more meaningful analysis, you will want to drill down even further to also explore the cost per qualified lead and the cost per order.
Comparing direct mail with advertising
Comparing one direct mail campaign with another direct mail campaign is a fairly simple and straightforward process.
But what if you are running an advertising campaign at the same time? How do you compare the results of your direct mail vs. your advertising?
You compare them on a “cost per response” basis. That is the common denominator between direct mail and advertising (and all marketing for that matter).
Consider this hypothetical example:
Cost per Response: $50
Direct mail campaign
Cost per Response: $33
Direct Marketing Meaning
Download our FREE report: Making Snail Mail Work: 13 Lessons in Direct Mail Strategy
Direct Marketing Response Can Take The Form Of
If you’d like to discuss an upcoming campaign – or if you’re looking for ways to improve an existing mailing program – call us and let’s schedule an introductory call.