Web Definition: Direct Mail
Direct marketing is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media. The longest-running form of direct marketing is known as direct mail & is characterized by high volume use of the postal service to send a message to all postal customers in a chosen area or all customers whose addresses have been taken from a list according to a chosen set of criteria. As a bulk mail activity involving a mailing piece of uniform size & weight, typically enclosed in a paper envelope, it attracts a favourable discounted postage rate. The second most common form of direct marketing is telemarketing, where marketers call selected telephone numbers. E-mail marketing is a third type of direct marketing & may have passed telemarketing in frequency at this point. Many commercial e-mails are considered spam. Finally, a fourth type of direct marketing, bulk faxing, is now less common than the other forms — partly thanks to laws in the United States & elsewhere which make it illegal.
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