As I start to write this, I’m not quite sure where this line of thought will go. But I think there is an important distinction here.

The use of direct marketing online, in my view, is largely focused on making an immediate sale of some kind. Maybe you’re selling a product or service, or a subscription to content. And yes, you use direct marketing copy and design to attempt to close the sale. Direct marketing of this kind can be seen on site pages, in emails and in newsletters.

To my mind, as I feel around for a distinction’, direct marketing takes place within a closed and brief period of time. You are going for a reader response right now. Do or die.

When I think of conversion marketing, I see a longer period of time in play. Yes, I may be trying to convert a browser into a buyer. But I might, and should, have my eye on converting that browser into a long-term customer. I’m not just trying to make one sale now, I’m trying to acquire and hold a happy, repeat customer.

I see direct marketing as being product focused – Buy this item now.’

I see conversion marketing at being more reader focused – Yes, you can find what you’re looking for right here.’

I see direct marketing as something you measure in percentage points 48 hours after an email drop.

I see conversion marketing as being measured over time, in terms of customer satisfaction, repeat visits, total purchases and the like.

There are probably a hundred holes in my logic here. And it may be that the term conversion marketing’ is not the best for this purpose.

I guess my underlying feeling here is that, as marketers, we would do well to focus less on percentage response rates over the next 24 hours, and more on converting visitors into happy, long-term customers.

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Nick Usborne is an advocate of good writing on the Web and author of Net Words, the definitive text on copywriting online. He is a writer, consultant and speaker. And publisher of the Excess Voice newsletter for online writers.