It’s tougher to get your message to consumers in today’s media-saturated world. Each one of us is exposed to thousands of marketing messages daily, and most of it just goes in one ear and out the other. That’s why it’s more important than ever to speak to each consumer personally.

When used to its full advantage, direct mail can provide personal, relevant messages that consumers pay attention to. So, how does direct mail manage to do this where other media fail? By using direct mail’s secret weapon—the database.

A good database allows marketers to target their messages to the right people. Precise targeting helps companies pinpoint only the best prospective customers, rather than spending money to speak to everyone indiscriminately. Let’s say you’re a manufacturer of diapers, for example. You probably wouldn’t want to waste money sending your message to people without small children, right? Through the judicious use of a database, direct mail can help you target only the consumers who need your product.

For this reason, direct mail is a very cost-effective form of advertising. It can also produce terrific results. If generating sales is one of your company’s objectives, then direct mail techniques are just what you need!