Digital technologies have had a big impact on merchant direct marketing initiatives. For example, e-mail is sent to specific consumers and contains the most accurate and important information for this particular consumer: the information requested by the consumer, confirmation of receipt of the order and an indication of when the order was sent.

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Principles and ethics of direct marketing

Direct marketing has five defining characteristics:

Direct marketing is carried out by agreement . Direct marketing is possible only when the consumer does not mind contacting the seller, and the seller has a fairly accurate idea of ​​the needs of the one he is addressing.

Personal data of consumers . When selling goods and services, under the pretext of benefit, consumers are asked for and receive personal data. However, according to a survey conducted by the Pew Research Center, a significant portion of consumers are not convinced that they benefit by voluntarily reporting data about themselves and participate in a system of widespread data collection in any way.

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Also, user contact information, such as emails, is searched using special tools for email marketing. For example,  here  you can find an online tool that helps you find a b2b contacts database. This method of getting contacts is very popular and effective now in 2023.

One of the founders of direct communications between the seller and the consumer, Laster Vanderman, wrote in detail about the principles of direct marketing.