With the advent of new technologies such as modeling and the increasing ability to use multiple channels to round out your marketing efforts, direct mail is more potent than ever. Consider that direct mail grew by 4.4% between 1998 and 2003 and will grow by nearly 6% between 2003 and 2008. That’s considerably faster than US GDP growth, which means that users are finding it profitable. Those growth figures are even more remarkable when you consider that direct mail accounts for almost a quarter of all direct response advertising and that aggregate interactive marketing expenditures – the darling of the last few years – still represents less than 20% of current direct mail investment.

One of the unexpected benefits of direct mail in today’s world is its lack of "in your face". Most of us are irritated by the barrage of spam in our email Inboxes and have a newfound appreciation of the ability to handle our physical mail how and when we want to.

Recently the Envelope Manufacturer's Association Foundation, released a study called, "Because It's Personal: A Study of Consumer Use and Preference for Envelopes," reported that 75 percent of Americans say they are most likely to pay attention to "direct mail sent to my home." This was three times more than "unsolicited e-mail," "Internet banner or pop-up ads," "calls to my home," "a person coming to my door at home" and "text message to my mobile phone" combined. Furthermore their research indicated that:

• 66 percent of consumers open a direct mail piece if they think the contents might be interesting
  
  
• 61 percent open it if they think the contents will be of personal interest to them
  
  
• 9 percent open it if they can clearly identify the purpose/sender from the envelope
  
  

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