Direct mail is actually a form of advertising, used by advertisers. Advertisers send printed ads, letters etc. to a large group of targeted consumers. These letters are mailed in bulk to reduce mailing cost; the main focus on target market mailing is done to get good response. Though it used in different situations, the method is usually limited to the advertisers’ imagination. New stores, fast food places, small niche shops use direct mail to advertise their products. However distribution of coupons also comes under direct mailing.
Since the boom in technology, direct mail has entered the world of Internet, emails are now sent to large groups of consumers, and over the years direct mail has acquired a new name, ‘junk e-mail’. Many businesses advertise their products to other businesses, which is also known as B2B direct mail, this way marketers can target their message to the exact potential customer instead of wasting resources on those that are likely to be unresponsive to the ad.