Another important aspect of the promotional marketing mix is direct marketing. Direct marketing can be anything from telemarketing to web casts to follow up communications. These communications can be in the form of mail, email, telephone, and face-to-face communications.
For example, sending a targeted promotional email to a high frequency customer who hasn't placed an order in a while is a good way to maintain customer relations. It also makes that customer feel special because the message is individualized, and it can be tailored to products they purchase often. These promotions are also easy to execute by simply analyzing data collected by a businesses computer systems.
A real life scenario where something like this may work is an acupuncturist sending a return customer a 50% off treatment coupon if they haven't had a treatment in over a month. In another scenario, a spa might send a client a buy one get one half off coupon to the top 20% of customers for mothers day. Customized marketing messages can be very effective.