Direct marketing consists of advertising directly to the individual. Rather than going through traditional, broad marketing channels such as TV, the Internet, or radio, direct marketers send ads to consumers using mail, email, or texts. The ad message is often customized for the consumer, including mentioning them by name. Direct marketers are able to do this by purchasing a list of potential customers or doing lots of research to find customers. To entice the consumer, direct marketers may include a discount coupon. The ad message will also contain some call to action in an attempt to close the sale. Direct marketers are able to gauge the effectiveness of campaigns since they know who each mailer was sent to and if there was a response or not.
