direct mail

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A form of marketing involving the sending of promotional material directly to the home address or electronic mailbox of the target consumer. It is seen as a lower cost way of promoting goods and services and it eliminates the middleman. Traditionally a form of print medium, direct mail consists of items such as catalogues, brochures, free samples, newsletters, fly sheets, or special offers sent directly through the mail to the potential buyer from the producer or sales point, accompanied by contact and payment details supplied by the advertiser. It can also be personalized to the individual consumer. Direct mailing is also done by e-mail, either on a targeted or untargeted basis. However, consumers tend to reject the bulk of what they describe as junk mail and few direct mail campaigns ever reach higher than a 5% response rate. See below-the-line; database marketing; direct marketing; e-mail spam; media channels.

Subjects: Marketing.

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