Direct marketing, also widely known as direct mail, is a marketing technique that uses database and mailing strategies in order to send marketing materials to a chosen demographic, or use the Internet to target a chosen demographic.

This technique is often used by businesses to target a certain demographic, area, industry, or market with a tailored message.

Direct marketing helps businesses achieve many of their business goals by helping them reach a targeted audience. This marketing technique is effective in helping businesses create messages that address a particular sector of the population.

Direct marketing strategies, such as emailing, mailing, calling, and targeting your intended demographic online, will help you reach a targeted audience because your direct marketing vendor will have access to a comprehensive database of U.S. residents and businesses broken down by demographics and industry.

Direct marketing can be a cost-effective strategy. By targeting an audience that may be interested in your product or services, you are increasing the chance that your marketing efforts will lead to a business conversion.

With a direct marketing service, your targeted audience will be sent a letter or a postcard that they can hang on to. It usually takes someone eight times to view a company logo or name in order to remember it. When your prospect has a letter or postcard sitting around, they will tend to view it repeatedly, increasing the rate of memory retention for your company name and logo. This huge amount of exposure to your brand should be a key part of your marketing scheme, so it’s important to take the time to find the right provider for your company’s direct marketing needs.

Selecting a vendor for direct marketing can be a challenge; there are many direct marketing companies all competing for your business.

Here are some important considerations to keep in mind when selecting a direct marketing company:

Reputation: Check references, the Better Business Bureau and Google for information on your potential vendor’s past performance. Look at the successful campaigns of other companies who are not your competitors, and ask them to recommend a good direct marketing provider.

While technology has definitely had an impact on the way businesses market today, print marketing is still very much alive. Direct mail marketing is an excellent way to reach your target market and bring very good response rates.

A recent study by Vertis Communications found that 63 percent of adults surveyed have responded to direct mail that offered a percentage discount on merchandise, and 72 percent indicated they have replied to direct mail containing a “buy one, get one free” offer.

Direct mail can also be used to increase both your online and offline traffic, as the study reported that 46 percent of adults responded to direct mail by visiting the advertiser’s store or Web site, or by calling a toll-free number or mailing an enclosed response card.

You may also discover that direct mail marketing has a few advantages over online marketing, such as:

1. A postcard or letter addressed to the right person can make its way past a company’s gatekeepers and get your message directly to the decision makers.

2. A letter is a more personal communication; a well-written direct mail letter reads as if you are speaking directly to your prospective customer, giving you the opportunity to expound on how your product or service can benefit them. This type of communication can help you get into the mind of your prospect much more effectively than a display ad or social media campaign.

3. Your direct marketing vendor will have access to a comprehensive database of U.S. residents and businesses broken down by demographics and industry. This information is gathered on an annual basis from U.S. Census data. By targeting an audience of individuals and businesses that may be interested in your product or services, you are increasing the chance that your marketing efforts will lead to a business conversion.

4. Direct marketing gives your target audience a tangible item, which may remain in their home or office to be viewed multiple times, and by different individuals. You can increase the likelihood that your mail will be saved by including a coupon, small calendar, helpful hints, or other relevant items.

5. Direct mail services can help level the playing field for smaller companies. A well-executed direct marketing campaign can present your company at its best advantage and help you build your brand.

As stated in the Direct Marketing Association’s 2010 Response Rate Trend Report, “One reason why direct mail continues to be a go-to strategy for direct marketers is that improvements in printing and database technology as well as analytics have allowed direct mail and other offline media to deliver consistent response rates.”