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Direct marketing is communication aimed at particular people that promotes an offer and asks them to respond. It can use postal mail, email, text messages, or other channels; the defining feature is the targeted message and intended response, not a particular technology.
What direct marketing means
The International Chamber of Commerce describes direct marketing as communication in any medium that informs and solicits a response from the addressee. Its examples of electronic media include email and SMS. In the UK, the Information Commissioner’s Office (ICO) describes direct marketing more broadly as advertising or marketing material directed to particular individuals by any means. These are source-specific definitions, not a single worldwide legal standard.
In practical terms, a direct-marketing campaign identifies an audience, presents an offer or commercial message, and gives recipients a way to act. That action might be making a purchase, requesting information, replying, or using a link or phone number to learn more.
A message’s purpose matters. The ICO says a purely administrative or customer-service email is not direct marketing if it contains no promotion; adding promotional content can change that assessment. See the ICC Consolidated Advertising and Marketing Communications Code and the ICO’s electronic-mail marketing guidance.
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Common direct-marketing channels
- Postal mail: Printed offers or other promotional material sent to selected recipients. Envelopes are a relevant campaign supply when you choose postal mail, but the right format depends on the mailing; there is no universal specification.
- Email: Commercial messages sent to an audience, often with a link or other response route. Email is expressly recognized as an electronic medium in the ICC code.
- SMS and other text messages: Promotional messages delivered by text. SMS is also identified as an electronic medium in the ICC code.
- Telephone outreach: Calls directed to prospective or existing customers. Applicable requirements depend on the recipient’s location and the rules for the channel.
No channel is inherently best for every campaign. Compare options against the audience, the offer, how recipients can respond or manage preferences, how contact data will be handled, local requirements, and your actual budget and capacity.
Tools that support a direct-marketing campaign
There is no single required software stack. Choose tools to support the channel you use and the work your campaign requires, rather than treating a product list as a definition of direct marketing.
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- Email campaign software: A category of tools that can help send commercial email and manage response and opt-out tasks. The FTC and ICO guidance describe relevant obligations, but do not establish a preferred vendor or product features.
- Postal supplies: Envelopes and other mailing materials are relevant only for campaigns using postal mail. The appropriate size, material, and postage depend on the campaign.
- Response and preference routes: Make it clear how people can act on an offer and, where applicable, how they can stop receiving marketing. The method will depend on the channel and rules that apply.
A practical campaign workflow
- Define the audience, offer, and response. Decide who the message is for, what you are promoting, and what response you want. A clear goal helps you choose a suitable channel.
- Choose a channel that fits. Consider how the audience can be reached, whether the format suits the offer, and whether recipients can easily respond or manage their preferences.
- Plan your data use. Decide what contact information you need and explain clearly how you will use it. The ICO recommends planning data protection and collecting information fairly.
- Make the next step clear. Tell recipients how to respond to the offer. Include the relevant preference or opt-out path for the channel and jurisdiction.
- Check the applicable rules before sending. Requirements vary with geography and medium. Review current guidance for the people you are contacting and the channel you intend to use.
- Review what happened. Assess responses and complaints, then use what you observe to inform the next campaign. This is a practical improvement step, not a guarantee of particular results.
Best practices and legal considerations
Direct marketing rules depend on where recipients are and how you contact them. The following are jurisdiction-specific examples, not a universal checklist.
United States: commercial email
The Federal Trade Commission’s CAN-SPAM guidance covers commercial email, including messages promoting content on commercial websites, and applies to business-to-business email as well as other commercial email. The FTC’s CAN-SPAM Act compliance guide identifies these requirements:
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- Use a subject line that is not deceptive.
- Clearly identify the message as an advertisement where required.
- Include a valid physical postal address.
- Provide a way for recipients to opt out.
United Kingdom: direct marketing and data protection
The ICO recommends identifying and planning the marketing activity, taking a data-protection-by-design approach, collecting information fairly while explaining its intended use, and respecting people’s preferences and objections. Its guidance says people have an absolute right to object to or opt out of direct marketing at any time. The ICO page was updated on 28 April 2026 to reflect the six-month commencement schedule of the Data (Use and Access) Act. Read the ICO’s current direct marketing guidance for details. GOV.UK also says every marketing email must provide a way to opt out of further emails; do not assume that email summary covers other channels. See GOV.UK’s direct marketing overview.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to choose an approach
Before committing to a channel or tool, check the practical fit as well as the compliance requirements:
Quick Recap
- Audience and purpose: Does the channel suit the people you intend to contact and the offer you are making?
- Response path: Can recipients readily act on the message and manage their preferences?
- Data handling: What information do you need, and will you explain how it will be used?
- Geography and channel: Which rules apply based on recipients’ location and the way you contact them?
- Operational fit: Can your budget, staff, and processes support the campaign? Actual costs and performance depend on the campaign; no channel is established here as universally more effective.
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