Marketing measures in which customers or customer groups are addressed directly are referred to as direct marketing. As a rule, direct marketing requires a response, that is, an answer from the addressed customer, through which the success of promotions can be measured. Examples of direct marketing include print products such as advertising letters, flyers or catalogs, but also newsletters, SMS or telephone contact.
The customer approach takes place directly between the advertising company and the potential end customer. The detour through a third party is not taken. This is why direct marketing is sometimes referred to as dialogue marketing, since - as in a conversation - it does not only refer to the contact request made by the company, but also represents a combination of question and answer. The success of direct marketing becomes measurable through response rates.