Finishing the last post in our series that began a few weeks ago, we have already spoken about the first two essentials for success when combining direct marketing and brand. The first essential you must have for marketing success is a clearly identified market. The second essential is a laser focus on marketing ROI. If you missed either of these posts- you can find them here and here.
The third and final essential you must have when combining direct marketing and brand: strong, direct marketing marketing best practices.
For financial services:
- Make the interest rate prominent.
- Use comparison charts to show at a glance how your lower credit card rate or higher savings rate beats the competition.
- When driving prospects to a retail location, include the nearest location address and, when possible, a simple map.
- Showcase a strong offer—cash, bonus points, waived fees. An offer is essential, along with an offer deadline date.
For insurance:
- An official look, such as Brown Kraft envelopes and important looking (if meaningless) bars and codes
- Savings/comparison charts
- ID cards
- Offers, such as a gift for getting a free quote or a content offer to educate prospects
Specific industries may have their own set of tried-and-true tactics that should be incorporated into your campaigns. In addition, be sure to incorporate general 
direct marketing best practices, such as:
- Make your benefits easily readable and scannable by presenting them with bullet points, charts, and other visual aids.
- Include a strong offer (savings, service upgrades, etc.), along with an offer deadline date.
- Use a clear and strong call to action, and repeat it often.
