It is something that can hang around for a period of time. It has "lingering" marketing effects.   All these reasons Ive mentioned make direct mail a very powerful marketing medium that, if done right, can have a very high return on your marketing dollar.   The "Junk Mail" Myth Exposed   Too often I hear people complain about junk mail and how "nobody opens that crap anymore." Hogwash! Why do you think you still get mail from businesses? Because it works! The term "junk mail" is a misnomer.   Simply put, "junk mail" is mail that is sent to the wrong list of people. The offer inside has nothing to do with the person receiving it. However, one persons junk mail is another persons solution (that theyve been waiting for).   This means that if you sent mail to someone to whom your offer didnt match, shame on you, because you just sent junk mail. How do you know its junk mail? Think about how you sort your mail. You probably do it right over the wastebasket. Most of your mail goes into the wastebasket and the other mail you set aside to open.   Your challenge as a direct mail marketer is to avoid sending junk mail. To do this you must first send your mail to the right list of people.   Sending Your Mail to the Right People   Direct marketers have a saying that goes, "The money is in the list" - the "list" being the list of people to which you are going to send your mail piece. The most important factors for direct mail success are:   1. The list 2. The offer 3. The letter   If you have a great offer with dynamic copy and send it to a list of people that couldnt give a hoot about what you have to offer, your campaign will bomb. In fact this is the number one reason for direct mail failure.   So here are six types of people you should do direct mail campaigns to that will dramatically improve your chances of success:   1. People who have purchased something related to what you are selling. 2. People who RECENTLY purchased something related to what you are selling. 3. People who have money to spend. 4. People who have shown a propensity to buy or respond via direct mail. 5. People in your local neighborhood (for local merchants that do local business). 6. People in affinity groups who have a strong want for your particular product.