Direct mail is one of the most effective methods used by direct sales and marketing companies to reach out to potential customers and even get their feedback. Direct mail, also referred to as junk mail or ad-mail is nothing but marketers and advertisers getting to people through postal mail. It's mostly advertising material, including brochures, catalogues, free trial CDs, pre-approved credit card applications, merchandising invitations etc. that come seeking potential customers through direct mail, a mode preferred all across the world by many leading companies. In a bid to get a response or a feedback, companies even tend to add to the direct mail order forms, pre-paid business reply envelope etc. The inclusion of prizes or discounts makes it all more effective. Direct mail is also used by direct sales and marketing companies in B2B marketing and is used to derive the best of results.

A main thing to be noted about direct mail is that it becomes more concentrated and effective if done with the backing of a database, carefully worked out and meticulously updated. The database can help the marketer to find out those potential customers whose tastes match the products that are to be promoted and who are most likely to respond. This makes it more of a targeted kind of mailing.
Of course there may be people who think that direct mailing costs more compared to text marketing, e-mail marketing etc., but if it's all well planned out and if the responses and returns are taken into account, direct mail has its own advantages. The postal department in most countries even provide discounted rates for bulk mailing thus facilitating direct marketers who resort to direct mail for promotion purposes.

Of course, in an age where we tend to go more eco-friendly and have to be concerned about environmental issues as well, it would be very much proper to point out that direct mail marketing leads to the generation of much waste by all the junk that piles up. This can very well be seen as a negative thing that could make direct sales and marketing companies think of opting for other modes, however, there is no denying the fact that direct mail is effective to the core.