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Direct mail – sending unsolicited printed materials directly to prospective customers through the postal service – is a popular form of marketing that has been used for decades. Recent studies show that even in this Internet-smitten age, direct mail is still a very effective way to sell products and services. Part of its charm lies in the fact that it has trackable, measurable results. In other words, you know if your campaign made you money — and exactly how much money. Another compelling aspect of direct mail is that you can target your creative pieces to specific audiences. For example, if you sell eyeglasses, you might send one mailing that showcases highend designer sunglasses to affluent men and women in the 20-30 age group; and a very different mailing that features affordable bifocals to an older, lower-income group. This targeting helps you to market directly to people with a high potential interest in your products and keeps you from wasting postage and printing costs on audiences not likely to have any interest.…79.6 percent of consumers made at least one purchase in response to direct marketing
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