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The Encyclopedia of Business Letters, Faxes, and E-mail by Regina Anne Kelly, Robert W. Bly

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11
Direct Marketing Communications
In this chapter, we discuss how to write direct marketing correspondence, or “direct mail.” Direct mail:
0 Is designed to bring checks, purchase orders, credit card information, and orders (or at least an appointment with a salesperson).
0 Is usually sent in mass mailings to thousands of prospects simultaneously.
H Can be mailed to existing customers and prospects, but is most often mailed to rented lists of people likely to be interested in what your company is offering.
It’s worth noting that e-mail lists (or “e-lists”) are used more and more in the market today, and Internet marketing has grown exponentially in popularity. The Direct Marketing Association reported that in 2007 the amount of e-mail marketing ...

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