This means that the success of every direct marketing offer is evident as soon as all the responses are in. A lot of responses equals a successful offer, while less than was predicted means the offer failed. The classic formula for direct marketing success is to build a list of satisfied customers, and then go back to them for repeat sales. That is why a database captures name and purchase information whenever a customer orders a book or a computer, sends in a check to a charity, or decides to go ahead with a security system installation. It can be used to sell additional goods and services, or generate revenue by renting those names to noncompeting direct marketers.
Direct marketing is sales, pure, and simple.
Although some marketers are beginning to measure its results in terms of image, it is still radically different from traditional image advertising. Among their purchases, 27.5 percent were for clothing, 16.8 percent for magazines, and 11.5 percent for books ordered by mail. 16 percent bought items by mail or phone six or more times than in 1990. The total percentage of American adults shopping direct has increased nearly 70 percent since 1983. Behind these impressive statistics are a number of factors.