Direct marketing is type of marketing. There are two main definitional characteristics, which distinguish it from other types of marketing or advertising. The first is that it attempts to send its messages directly to consumers.  The second characteristic is that it is focused on driving purchases that can be attributed to a specific "call-to-action." 

Types of Direct Mail

Formats

Direct mail permits the marketer to design marketing pieces in many different formats. Indeed, there is an entire sub sector of the industry that produces specialized papers, printing, envelopes, and other materials for direct mail marketing. Some of the common formats, include:

• Catalogs: Multi-page, bound promotions, usually featuring a selection of products for sale.

• Self-mailers: Pieces usually created from a single sheet that has been printed and folded. The two outside surfaces are then used for the address of the recipient and some "teaser" message designed to persuade the customer to open the piece.

• Postcards: Simple, two-sided pieces, with a promotional message on one side and the customer's address on the other.

• Envelope mailers: Mailings in which the marketing material is placed inside an envelope.

It should be noted though that un-addressed mail is considered illegal by the United States Postal Service and can result in fines, but not imprisonment, of up to $5,000 for individuals and $10,000 for businesses. This includes items that are placed upon, supported by, attached to, hung from, or inserted into a mailbox.