Direct Mail

Probably the most commonly used medium for direct marketing is direct mail, in which marketing communications are sent to customers using the postal service. In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate classes have been established.

Direct mail permits the marketer to design marketing pieces in many different formats. Indeed, there is an entire subsector of the industry that produces specialized papers, printing, envelopes, and other materials for direct mail marketing. Some of the common formats, include:

• Catalogues: Multi-page, bound promotions, usually featuring a selection of products for sale.
• Postcards: Simple, two-sided pieces, with a promotional message on one side and the customer's address on the other.
• Envelope mailers: Mailings in which the marketing material is placed inside an envelope. This permits the marketer to include more than one insert.
• Dimensional Mailers: Mailers that have some dimension to them, like a small box.
• Intelligent Documents: Programmable mail pieces built dynamically from database information, and printed digitally for faster production.

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