Marketing For Dummies, 6th Edition

Chapter 11

Building Individual Value with Mass Personalization

IN THIS CHAPTER

Getting the gist of direct marketing

Understanding what makes direct marketing campaigns work

Creating direct marketing campaigns for direct results

Building successful email campaigns

Making direct mail work for engagement and sales

Testing your direct marketing

Considerations for telemarketing

In a world where brands and consumers can communicate with chatbots, text messages, and email, pretty much all marketing is direct marketing. The term direct marketing encompasses much more than the “junk” mail in your postal box. It is the process and methodology of marketing to your customers on an individual basis with personalized information instead of through mass advertising campaigns that reach large audiences ...