Direct Mail has been around for a long time. As a matter of fact, the earliest known form of direct marketing occurred in Egypt in 1000 BC, when a landowner wrote an advertisement on a piece of papyrus offering gold for the return of his slave. (We can quibble over whether that was actually direct mail, since mail didn’t exist in it’s current form then—but that’s really just water under the Nile bridge.)
The point is that direct mail has long been regarded as an effective way to reach potential audiences. In our days of “It’s-new-therefore-it-must-be better” marketing, some have kicked direct mail to the curb. Some of that action has taken place because of some misconceptions about modern marketing. Let’s look at four of those misconceptions.