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Direct-to-consumer (DTC) marketing isn’t new.
Long before Facebook and Instagram, (and the internet) brands were already speaking directly to their buyers.
It was called: direct mail.
What’s changed is the medium, not the fundamentals.
In this issue of Digital Ad Snack, we’ll break down:
What DTC marketing really means.
How direct mail laid the foundation for today’s ads.
Why the creative challenge is greater than ever.
And how you can take timeless lessons and apply them to today’s Meta Ads.
What Does DTC Mean in Marketing?
DTC (Direct-to-Consumer) marketing means selling your product or service directly to the customer, no middlemen, no retailers, no distributors.
It’s just you and the buyer, connected by your ad.
Obviously, it wasn't called DTC marketing back in the day, it was (and still is) direct mail advertising.
Basically, brands send physical promotional materials, like letters, postcards, or catalogs, directly to potential customers through the mail.
That’s why the message matters so much.
You don’t have shelf placement or a sales rep helping you close the deal.
The ad itself has to do the heavy lifting, whether it’s a piece of mail or a video in a feed.
Direct Mail example today:
A few supermarkets in the EU (Lidl, Kaufland, Aldi) still send out weekly or monthly catalogs to neighbourhoods close to the their shops.
This is still a great way to market, as the EU has an old population, and the elder generation still like flick through a magazine than download another app on their smartphone
Direct mail example - Aldi Catalog
The Basics of DTC Advertising Haven’t Changed
Direct mail was the original DTC channel.
Companies mailed out advertorials designed to do one job: convince the reader to buy.
Here are the timeless elements every piece included:
Headline → grabs attention instantly and makes the reader want to continue.
Sub-headline → builds on the headline by reinforcing curiosity or highlighting a key benefit.
Photo or drawing → creates context, adds credibility, and makes the ad visually engaging.
Caption → one of the most-read parts of any ad; often used to deliver an important benefit or hook.
Body text → explains the offer in detail, connects features to benefits, and overcomes objections.
Call to Action (CTA) → gives a clear, direct instruction on what the reader should do next (buy, call, sign up).
Price (and discounts) → shows value and urgency; often used to trigger action.
Logo or company name → builds trust and brand recognition.
Response device (medium of purchase) → tells the reader exactly how to act: phone number, mail-in slip
These basics are the DNA of DTC advertising!
Do they look familiar, dear media buyer friends?
Look at this Direct Mail examples from 1975:
Direct Mail Ad Example - The Adweek Copywriting Handbook J.Sugarman
From Direct Mail to Meta Ads
Fast forward to today.
The medium has changed from envelopes to feeds but the structure remains the same.
Here’s what it looks like in a Meta Ad:
Headline → ad headline text.
Sub-headline → Description.
Body text → Primary Text.
Ad Creative → image, carousel, or video (now in HD quality).
CTA → Shop Now, Learn More, Sign Up.
Price or offer → shown directly in creative or description.
Brand identity → logo, page name
Response device (medium of purchase) → tells the reader where to buy: website URL
Meta Ads example with all elements of Direct Mail
📝 Note:
Obviously, not all elements are named or placed in the same manner, because the medium (channel) changed from print to social media feeds.
The biggest difference today?
The creative bar is much higher.
Instead of black-and-white photos printed on thin paper, you’re competing with videos, motion graphics, and polished design, right in your buyer’s pocket.
That’s the challenge of Meta Ads.
But it’s also the opportunity.
And you don’t have to start from scratch.
Past Digital Ad Snack issues cover how to improve your creative game.
I’ve written quite a few about creatives.
Plus, resources like Magritte.co give you inspiration and templates across industries.
Conclusion
Timeless Principles, Ever-changing Creatives
DTC marketing is still about convincing someone on the other side of your ad to take action.
The headline, body, visuals, and CTA have been the backbone since the direct mail days.
What has changed is the medium and with it, the creative expectations.
Master the timeless basics, pair them with fresh creative that matches today’s attention span, and you’ll have a formula that works as well in a feed as it did in a mailbox.
🍩 Snackable Challenge
✅ Take one of your current Meta ads and strip it down to the basics:
headline, image, body, CTA.
Ask yourself: Would this make a stay-at-home mom send in a form via mail and order your product?
Online checkout is still a worry for many adults, it as much hassle as sending an order form via mail.
So, does your ad make taking action feel effortless and worth it?
That’s it for today…
Thanks for reading this week’s issue! I hope it gave you a spark to make your ads just a little bit better.
See you next week!
How did you like this issue? (Be honest please)
♥️ Tools we love to use at my agency:
My ultimate list of FREE Ad Libraries for spying on competition and inspiration
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My favorite FREE newsletters on Ads &Media Buying.
For Ad Creative Inspiration in almost every niche: Magritte. Use code: RENE10 to get 10% Off on Paid Plans.
#1 Newsletter Builder platform for founders, creators, writers (website, automations, quizzes) Beehiiv. Get 30-days Free Trial + 20% OFF for 3 months with my link.
Email Marketing tools for e-commerce Klaviyo or Mailerlite. We choose the one that fits our client’s needs between these two.
Best Pop-up Tool for e-commerce to grow your email list: Optimonk
Link in Bio and mini-website builder for Instagram & TikTok we use Taplink.
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