What is the first thing most people do to find a product or service they require? They go on-line.
So where does direct mail or junk mail fit into this? The internet undoubtedly is the place to find what you're looking for, as long as you know what you're looking for, so is there a case for direct mail? The Internet has opened the doors to instant information from any company in any country, but how do you deliver your message that your new product/service is now available? Of course you can enter the world of Search Engine Optimisers and be addicted to search engine rankings.
This not only takes time, money but also creates a level of uncertainty, as you cannot select who is searching on the web at any one time.
The funny thing is that most marketing teams will have identified whom their product will appeal to.
They will know the age group, the type of house, the kind of area, their credit rating and where they shop.
Basically they have a profile of which product or service will most likely appeal to.
Once you know your target, direct mail like other forms of direct marketing can deliver a message that identifies the recipient; seduces them with style and quality of imagery in the slickest of brochure.
A tangible, message appealing to the recipients taste and values is more likely to yield a positive response.
A brochure invitation to you to test drive the latest in luxury cars from your local authorised dealer, a catalogue of clothes for the new season, a charity appeal letter which you've supported over the years.
All have your name and address, and all know you'll receive it on through your door.
It's a number game, but with the right data, direct mail can target an audience who will be more willing to receive your information on your product/service which can then all be ordered via your website.
The reality is that direct mail works well when done well, but probably work best when there's a good website to support its claims.
So like the paperless office the personal computer once promised to deliver, the internet will still be driven by off line media such as Direct Mail for the meantime.