If you’re on this page, you’re probably thinking, “I can’t possibly apply for the DMLDP, I don’t even know what direct marketing is!” Don’t worry! The truth is, none of us knew exactly what it was either when we applied. The most important thing is that you have a desire to learn and a passion for leading.

Direct marketing is any kind of promotion of a product or service that solicits an immediate, direct response using a “call-to-action.” For example, an advertisement with a phone number, an e-mail with a link, a catalog with an order form or a letter with a mail-in reply card. All of these tell their audiences about a product or service and then give them a way to actually buy it.

The key to direct marketing is that it aims to be measurable and effective. The great part is that it can be tested and tracked. Because every piece gives its audience a way to respond, direct marketers can be meticulous about measuring those responses and making sure they focus their effort and investment on the most successful ones. So when you type in a coupon code or click on a link in an email, you can be sure that your response is telling direct marketers somewhere that the marketing piece they created worked- at least once!