There is no such thing as junk mail - simply poor research and bad targeting. Neither is direct marketing simply about direct delivery, it's more about a direct conversation with an individual - letting them know the right people are communicating with them... be it on-line or through events and personalised mailings.
So we start by seeking to understand your consumers and how they might interact with your brand then we look at what conversation we can have that will bring about the desired change in behaviour. Today we have many media to choose from where we could this conversation - paper, email and social media. We need to find the one that can most efficiently change behaviour.
Test and evaluate:The benefit of direct marketing is the ability to test different creative routes on different target groups. By evaluating the results it can inform future marketing activity and any further directmarketing campaigns.