- Definition: Direct Mail
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This is typically those catalogs, creative mailers, and postcards one receives through the biggest portal in the world, the U.S. Post Office box. For years direct mail has been used to drive store traffic, create brand loyalty, or simply get someone to shop at home while browsing a printed four-color catalog. The keys to direct mail have been order fulfillment, quick delivery to the customer, and the ease of returns. For the past fifty years, direct mail pieces were long print runs usually in page increments of 32, 48, 64, etc. With the growth of the digital press, smaller print runs and even more variable data is placed on a piece. VDP (variable data printing) draws down buying habits from each recipient hoping to improve lift from the mailer. Traditionally a 3% response rate was considered a successful program.
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