Starting the conversation
Direct marketing is about building strong relationships through conversation. Just as we do in 'real life'.This conversation needs to be interesting, appealing, teasing, empathic, caring and so much more. Preferably even good looking. But above all - authentic. Just like in real life.
DM is always a long term investment therefore. Because only by taking a long-term view will you achieve sufficient familiarity to offer your client exactly what they are looking for. At exactly the right moment, using exactly the right medium and exactly the right words. Highly appreciated. Just like in real life.
Does that exclude a one shot fancy box mailing? No. As long as you are aware that this one shot is only the start of a long and fascinating journey. And that the fancy box is only there to win your potential clients’ heart, not a dime in a dozen creative award.