Direct marketing plays a valuable role in a comprehensive marketing campaign, creating a direct link between you and your potential customer. As a business, your marketing needs to involve as many different channels for potential customers to pick up on you as possible; direct marketing is a very effective method for this. Like most types of marketing, the direct type relies heavily upon data collection; understanding the effects of specific marketing programs allows you to design a bespoke campaign which is suitable for your business, creating a far more precise, efficient campaign. This data is a valuable resource, which you can use to help plan future business enterprises, and to improve your customer relations in the moment as well. Making sure that you have a wide range of different channels, with a mix of direct and indirect marketing, allows you to maximise the amount of data collection as well as maximising your potential customer list.