The direct client exposure to products and services makes the essence of direct marketing as a viable business system. The communications with customers thus remain direct via regular mail, email messages or telemarketing, depending on the situation. In many cases a direct marketing business sends unsolicited messages to the other party. For emails, this is spam, but the separation line is very thin here, and there are many subtleties at work.

Direct marketing business promotion also relies on strategies to identify and analyze consumers’ positive response. Thus, an advertising message is considered successful when the prospects calls a free phone or visits a web site after having been exposed to the advertising message. This marketing approach started with the delivery of commercial ads to the consumers mail boxes, a practice which is still very much in use worldwide. Such practices remain in use and with high chances of success, but more other opportunities have grown out of them.

The problem is that marketers cannot determine or track the negative impact on the consumer, or in other words, one cannot tell how many people the unsolicited mail has offended. The measurement of results is something on which any direct marketing business depends. Controversies have become more numerous with the upsurge of the Internet, and the emphasis on the illegal part of sending unsolicited mail messages.

The introduction of opt out links has partly solved the problem of this direct marketing business system. Since most junk email is generated by automatic tools, these programs now include a message that enables the recipient to unsubscribe or to opt out. And it seems that spam receives a better management thanks to this opt out choices. Direct marketing business strategies have to grow around such issues in order to be profitable.

Catalogs, free trial CDs, advertising circulars and all sorts of other materials sent to the consumers’ mailboxes do have a good rate of success, which makes them a cheap and efficient form of advertising. Many businesses in the US and in Europe choose to send such materials through regular mail, since, the processing is really low cost. A different level of direct marketing business evolution is achieved when campaigns target only the clients in the databases that are more most likely to respond positively to the stimulation. But that is definitely a superior or above the average kind of approach.

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