Direct mail

Marketing technique that solicits business through the sending of letters and other material directly to prospects. Direct mail has the advantages of targeting specific markets. It is a rifle shot approach. Mailing house specialists can categorize prospect lists in just about any manner required. Key to success of direct mail is the mailing list, which constitute the database from which names are generated, and the ability to segment markets. Lists have become more selective and more current, eliminating waste coverage. Segmentation on the basis of geography, demographics, and lifestyles has led to increased effectiveness. The most commonly used lists are of individuals who have already purchased direct mail products.