I came back to India and guess what – we thankfully haven’t taken up that legacy. Its just too expensive – that medium financiallY!

I’m well aware of how the direct marketing industry works. The fact is to MOST recipients, it’s ALL junk mail most of the time – spam and junk mail is but a matter of perception. So no matter how targeted your list and how relevant you think your message is to your audience, if it gets binned unopened, it’s still junk mail.

Russell

Was this article written 10 ears ago?

Because this is where the industry was in the 90`s. In the meantime direct mail (not junk mail) is highly targeted to a responsive audience.
The mistake here is to confuse junk mail with direct mail.
For all that don`t know the difference:

Direct Mail is properly addressed with the name and address details and in most cases delivered to a certain target market.

Junk mail is just a piece of paper ddropped or mailed to as many letterboxes as possible.

Direct mail is far more expensive to produce, so it is in the interest of the mailer to keep costs down and response up.

Junk mail is cheap and therefore used to blanket certain areas, just look at your local supermarkt as the main culprit.

Which one works better? Hard to say, especially since junk mail has no real way of monitoring results.

In the end the customer decides, if enough people react to it, it will go on forever.

wlxcdhfqg ptyuiqfzy wmpqbvyxm mvcetmy …

Yet, when it comes to ringtones clearly TV ads have been very effective for some.

Direct Mail seems more like a paper recycling ecosystem.