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See FeaturesDirect marketing: Guide with examples and strategies [2025]
Direct marketing campaigns are part of our daily lives. We just may not realize it. That seemingly routine email in your inbox or the ads on your social media feed are perfect examples of this targeted marketing approach.
This marketing style is a subtle yet effective way to build strong, personalized connections with your audience. When done right, it can significantly drive engagement, boost sales, and increase brand loyalty.
Knowing the right direct marketing tools and strategies can help you stand out amidst the thousands of brands that are doing it every day. However, this begs the question — where do you start?
In this guide, we’ll thoroughly explore direct marketing by providing actionable strategies and real-world examples to inspire your 2025 campaign.
What is direct marketing?
A direct marketing strategy involves communicating directly with consumers about your products or services. This means sending personalized messages through various marketing channels aiming to prompt immediate actions, such as purchases, signups, or inquiries, to build strong customer relationships.
Unlike indirect marketing, which relies on mass media to reach a broader audience, direct marketing eliminates intermediaries, allowing you to target specific individuals or groups. This results in increased conversions, which eventually results in brand awareness, better sales, and profitability.
Brands can leverage various forms of direct marketing to engage and convert leads. You just have to identify which ones align with your customers’ needs and your business objectives.
The image below illustrates the seven most common direct marketing types:

Why use direct marketing?
What’s better than first-hand communication with your audience? It allows you to personally interact with your customers and understand them on a deeper level. This extent of precision increases conversions and boosts the efficiency and effectiveness of your marketing efforts.
Here are some of the main benefits of opting for direct marketing:
- Expands your reach: Direct marketing enables you to target a large but specific audience across various channels
- Offers greater personalization: Segmenting your audience allows you to tailor your messaging to individual needs and preferences, effectively increasing engagement and conversions
- Uses multiple channels: You can run a direct marketing campaign through multiple traditional or digital channels like direct mail, outdoor advertising, email, SMS, social media, and more
- Produces measurable results: Analytics tools can help you track campaign performance in real-time, leading to more data-driven decisions
Pros and cons of direct marketing
While highly effective, direct marketing does come with some manageable challenges. Weighing the pros and cons of this marketing technique can help you determine whether it’s the right approach for your business.
Here are some key pros and cons you need to consider:
Pros | Cons |
Targeted audience reach: Precisely target your ideal customers with personalized campaigns | Data privacy concerns: Must follow regulations regarding managing customer data |
Measurable results: Monitor campaign performance by tracking open, click-through, and conversion rates | Time-consuming: Developing and executing direct marketing campaigns takes considerable time |
Budget-conscious: More cost-effective compared to traditional advertising methods | Content quality demands: Requires consistently valuable and relevant content |
Personalized engagement: Customize content based on your recipient’s demographics, behavior, or previous interactions with your brand | Limited reach: Focuses on specific segments, possibly limiting your overall audience reach |
Solid relationships: Consistent, personalized interactions build lasting relationships | Over-communication risk: Excessive marketing messages can overwhelm your audience, causing them to unsubscribe |
Flexibility: Choose marketing channels that suit your business needs and target audience’s preferences | High competition: Requires creative and unique content to stand out |
“If you’re contemplating whether direct marketing is right for your business, the answer is likely a resounding ‘yes.’
For instance, email and SMS marketing both allow you to connect with your audience directly with relevant messages that can drive engagement and sales.
You can always send a quick, personalized SMS to your customers. Email marketing, on the other hand, is cost-effective and offers in-depth analytics to help refine your campaigns. In fact, email marketing can 2x your ROI if done right.”
Evaldas Mockus, VP of Growth at Omnisend
Direct marketing examples
There are various types of direct marketing, each with its unique characteristics and benefits. Let’s explore some of the most popular and highly effective direct advertising examples:
Emails
Emails make for a great direct marketing channel example, with the potential to engage specific audiences. This marketing strategy provides a direct way to send targeted messages to subscribers and build lasting connections.
To get the most conversions from emails, consider segmenting your list. This allows you to send content that resonates with recipients in each segment. You can also tailor your emails for different direct marketing campaigns. Here are the most common types of campaigns to keep in mind:
- Welcome series: Emails sent to new subscribers to welcome them to your brand and set the tone for future communications
- Newsletter emails: Newsletters are regular updates that keep your audience informed about your latest products and services or company news
- Promotional emails: Targeted emails that offer discounts, special deals, or exclusive promotions to encourage purchases
- Re-engagement emails: Win-back emails sent to inactive customers or subscribers to encourage them to re-engage with your brand
- Cart abandonment emails: Subtle reminders sent to customers who have abandoned items as these cart abandonment emails nudge them to complete their purchase
To get started on your campaign, begin with this one-stop email marketing guide.
Or watch this short video to learn how to create your first campaign:
![]() | “The only platform where you control 100% of your audience is through your email marketing. When I send out an email, I know that everybody on that email list, who wants that email, gets that email.” Bahzad Trinos, Naked & Famous Denim How Bahzad is using emails |
SMS messages
Another noteworthy example of a direct marketing channel is SMS marketing. Text messages are a quick and efficient way to directly communicate with your audience via their mobile phones.
Your customers are more likely to open and react to personal SMS messages than other forms of communication. Since they’re delivered right away, they’re ideal for time-sensitive offers, updates, or reminders that require immediate action.
Like emails, you can send different types of SMS messages, depending on your marketing goal. Here are several SMS campaigns you can implement:
- Welcome SMS: Sent to new customers or subscribers, welcoming them to the brand and providing essential introductory information
- Promotional SMS: Highlight special offers, discounts, or limited-time promotions, encouraging customers to make a purchase
- Birthday SMS: Personalized messages sent on a customer’s birthday, including a special offer or discount
- Abandoned cart reminder SMS: Sent to customers who have left items in their online shopping cart, encouraging them to complete the transaction
- Back-in-stock SMS notification: Alerts sent to customers when a previously out-of-stock item they were interested in is available again
How to get started: SMS marketing: The definitive 2024 guide (with examples)
Or watch this short video to learn how SMS marketing can work for you:
![]() | Direct marketing case study: SMS “I started SMS several months ago just to kind of test it out. The ROI on it has just been absolutely insane. So we’ll continue to do it for our customer base.” Allison Caufield, Senior Marketing Manager, FiGPiN Learn about Alison’s strategy: Here’s how FiGPiN did it |
Push notifications
Push notifications are a practical direct marketing example that can be used to re-engage users or notify them of updates or promotions. Such campaigns are particularly useful for reaching mobile users.
To ensure that your customers respond to your push notifications, personalize them based on user behavior. Here are some typical push notification examples you can use:
- Welcome messages: Introductory notifications sent to users when they first download your app or sign up for your service
- Personalized promotions: Targeted notifications offering special deals or discounts based on the user’s behavior or preferences
- Abandoned cart recovery campaigns: Notifications reminding users of items left in their online shopping cart, prompting them to return and make a purchase
- Browse abandonment campaigns: Alerts sent to users who have viewed a certain product but haven’t added it to their carts, encouraging them to revisit and complete the transaction
- Content promotion campaigns: Highlight new blog posts, videos, or other types of content to encourage engagement
Get started with a push notification marketing guide.
To help you further, this short video talks about three ways to optimize your push notifications:
![]() | Direct marketing case study: Push notifications INGLOT Canada used abandoned cart push notifications to achieve a 4,798% increase in revenue per message. A multi-channel approach of push messages plus SMS boosted overall conversion rates by 117% compared to email-only campaigns. Read case study |
Paid ads
According to a Statista study, 90% of marketing professionals leverage paid ads to reach their audiences. Rather than speculating if your audience will see your promotional messages, you can pay to have them displayed to a targeted audience.
These ads can appear on various platforms, such as search engines, social media networks, websites, and mobile apps. The platform you use depends on the audience you want to target. Paid ads help you reach specific demographics. Then, they allow you to tailor your messages to users who will most likely be interested in your offerings.
Some platforms like Facebook and Google Ads even allow you to create lookalike audiences who share similar characteristics with your existing customers. This way, you can focus your efforts on users who are most likely to convert.
Like other direct marketing examples, there are several types of paid ad campaigns you can consider, such as:
- Google search ads: These ads appear at the top of Google search results pages, targeting users who are searching for specific keywords or phrases
- Display ads: Visual ads that appear on websites, targeting users based on their browsing behavior and interests
- Retargeting ads: Ads shown to users who have formerly visited your website or interacted with your brand, encouraging them to return and complete a purchase or take another action
The image below shows how your paid ads might appear to users on Google:

Social media
This direct marketing channel is the most implemented one globally. Platforms like Facebook, Instagram, Twitter, and LinkedIn allow you to expand your reach.
By creating targeted ads, sponsored posts, or organic content, you can engage with your followers, build brand awareness, and drive conversions. Plus, social media platforms allow you to interact with your audience in real time. As a result, you’re more likely to elicit responses or actions.
Social media marketing is versatile, offering different ways to connect with your audience. Let’s look at a few direct marketing techniques you can employ on social media:
- Social media ads: Paid advertisements that appear directly in users’ feeds, targeted according to demographics, interests, and behavior on various platforms
- Social media contests and giveaways: Interactive campaigns that encourage users to participate through shares and tags for a chance to win prizes
- Custom offers in stories: Temporary offers or discounts you can share in your social media stories to create a sense of urgency and drive quick, direct responses from followers
Here’s an image showing a giveaway offer posted on Facebook by Chick-fil-A. It has the goal of increasing drive-thru orders while effectively boosting brand awareness:

Direct mail
As a traditional example of direct marketing, this channel stands out for its physical nature. It involves sending tangible promotional materials directly to your subscribers’ mailboxes.
However, you must realize that personalization and creative design are necessary for a lasting impression on your audience.
Connect with your audience on an emotional level so you’ll remain top-of-mind, effectively increasing engagement with your brand. Moreover, you can use direct mail alongside your digital marketing efforts to maximize your reach.
Now, if you’re unsure where to start, we’ll provide an overview of the many ways you can utilize direct mail in your marketing campaigns. This includes:
- Flyers: Design attractive informational leaflets that highlight your products, services, or events to encourage immediate action
- Postcards: Craft compact, personalized, and eye-catching pieces to send seasonal greetings, promote sales, or announce new product launches
- Coupons: Send discount or special offer vouchers to drive local traffic and encourage recipients to make a purchase
Here’s an illustration of a visually appealing flier that effectively promotes a travel and tour event. You’ll find the necessary details in the flier, enticing readers to participate:

Outdoor advertising
As its name suggests, outdoor advertising is one of the most common examples of direct marketing used to target audiences in public spaces. It’s a great way to directly reach a broad audience and boost brand awareness.
For successful outdoor advertising, you must use high-impact visuals and clear messaging to capture attention quickly. You’ll only have a few seconds to make a lasting impression before people proceed with their daily routines.
You can place your ads in public spaces like along roads or at bus stops where a large, diverse audience frequenting these places can see them. Also, you don’t have to settle on a single marketing approach. Experiment with numerous outdoor advertising campaigns to maximize engagement.
Here are some popular outdoor ads you can consider:
- Billboards: Display large, prominent signs alongside highways or in busy urban areas to promote your products, services, or special events
- Bus stops: Display ads on or around bus shelters in high-traffic areas, targeting commuters and pedestrians with relevant and engaging messages
- Transit advertising: Place ads on buses, trains, and taxis to promote product or service launches or store openings, allowing you to reach a mobile audience as they travel within the area
Check out this image of an innovative bench ad that combines relevancy and humor to engage the public:

Direct marketing campaign strategy
Understanding the definition of direct marketing and analyzing examples is a great first step. However, you’ll also need a well-thought-out strategy to execute a successful campaign. Here’s a step-by-step guide to ensure your message reaches the right audience and achieves your desired results.
Choose your channels
The first step in creating your direct marketing strategy is selecting the most effective channels. Keep your business goals and audience preferences in mind.
For instance, if your objective is to drive immediate action or offer time-sensitive deals, SMS might be highly effective due to its instant delivery and high open rates. However, if you want to build long-term relationships and provide in-depth content, email marketing could be a better fit.
Also, pay close attention to your audience’s behavior and preferences to evaluate which channels will be the most effective. Consider where they spend most of their time and how they prefer to receive information.
Build a subscriber list
Without a well-curated and segmented email list, your email marketing efforts may fall flat. With a targeted subscriber list, you can craft relevant, personalized messages that will likely resonate with your audience and drive action.
An audience genuinely interested in your offers is also likely to remain loyal to your brand. However, your subscribers must explicitly consent to receive communications from your business. Permission-based marketing helps you stay compliant with legal requirements and builds trust with your audience.
To grow your subscriber list, you can use lead magnets, display signup forms on your website, or run social media promotions.
Brands like B-Wear have amplified their sales through email marketing by creating an engaged versus non-engaged list with Omnisend. Its case study is a prime example of building a subscriber list and shaping its marketing strategy.
Take a look at how B-Wear offers an extra 15% off to its audience to encourage signups:

Helpful resource:
12 killer strategies to build an email list quickly and easily
Create campaign content
While content is the heart of direct marketing, not all content has the potential to deliver impactful results. You must tailor your messages to fit your chosen channels, target audience, and campaign goals.
Start by understanding your audience’s pain points, interests, and behaviors. This will help you develop personalized and relevant content that provides solutions to their problems.
Complement your messages with engaging and attention-grabbing visuals like images, videos, or infographics. Tailor your visuals depending on the platform you use. Don’t forget to include clear and compelling calls to action that guide your audience toward taking the desired next step.
See examples from successful companies:
10+ effective email marketing examples for 2024 [inspiration + tips]
Send your campaign
Once your content is ready, it’s time to send your campaign. Timing is of the essence at this stage of your direct marketing strategy. Here are a few tips to help you determine the optimal time to distribute your content:
- Study your potential customers’ behavior to identify when they are active and most likely to be receptive. Then, schedule your messages accordingly.
- Avoid overwhelming your audience with too many messages. Develop a well-paced schedule based on your content and audience expectations.
- Leverage automation tools to schedule messages at precise times. This helps ensure consistent engagement.
After creating a schedule, segment your audience to ensure you send the most relevant content to each group.
Analyze performance and test
Now that you’ve launched your direct marketing campaign, you must monitor its performance. You must identify what’s delivering results and what isn’t. To do that, you can track important metrics like:
- Open rates
- Click-through rates
- Conversion rates
- Social shares
- Unsubscribes
Use the insights you gain from these metrics to refine your strategies for future campaigns. Adjust your content, timing, and audience segmentation based on what the data reveals. Regularly A/B testing different versions of your content can also help you identify which approaches resonate best with your audience.
Summary
Direct marketing is a reliable method for reaching specific audiences, driving conversions, and building lasting customer relationships. While some guides only provide the basics, we’ve taken the extra step by offering in-depth examples and actionable strategies to help you implement successful campaigns.
There are various forms of direct marketing, from digital emails and push notifications to traditional outdoor advertising and direct mail. While this marketing approach has its challenges, the benefits it offers make it a worthwhile investment.
We hope that the strategies outlined in this article will help you create profitable and impactful direct marketing campaigns.
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