Direct marketing

Direct marketing is the term we use to describe the marketing branch that covers direct mail, and other forms of direct and interactive contact with customers and consumers, including face-to-face selling.

Pam Knight, the founder of PAK Communications is a Fellow of the Institute of Direct Marketing, signifying her experience in this area.

Direct marketing plays a huge part in gaining customers for SMEs and charities - it is all about selling, often linked with special promotions. The voluntary sector are one of the largest users of direct mail, with large portions of their budgets allocated to sending out written, and latterly electronic appeals.

The revenue returned from direct mailing has dropped in recent years as consumers become more discerning, but carefully targetted, they are still a worthwhile tool in the marketing mix.