What do you think of when you hear the term “direct mail”? A lot of us envision the huge mailings that credit card and insurance companies send out to the masses.
A lot of “old-thinking” marketing was built on reaching as many people as efficiently (and cheaply) as possible. Increased printing, mailing, and postage costs have eliminated the economies of scale that used to exist. But that’s not the only reason mass mailings don’t work for most of us. The fact is that these mailings just aren’t very effective. We call them “direct” mail, but there’s not much direct about them.