Direct Mail Direct mail is a sub-discipline of direct marketing focused on driving purchases that can be attributed to a specific "call-to-action” and delivered via the mail. Direct mail is distinguished from other marketing efforts by its emphasis on trackable, measurable results. Direct mail uses a variety of formats including catalogues, postcards, statement inserts, card packs and standard mail. If the ad in the mail piece asks the prospect to take a specific action - call a free phone number, visit a website, return a response card, place an order, complete a survey, etc - then the effort is considered to be direct mail. The term direct mail is first believed to have been used in 1961 by Lester Wunderman who pioneered direct mail techniques for American Express. In the USA the Direct Mail Advertising Association was first established in 1917. However, direct mail has a history in Europe dating back to the 15th century when direct mail was first used with catalogues. The invention of Gutenbergs movable type made the mass production of direct mail items possible for the first time. Direct mail is attractive to marketers because its effectiveness can be measured directly. Whilst by contrast measurement of other media must often be indirect since there is no direct response by the consumer. Direct mail can however be controversial as it is criticised for generating unwanted solicitations, this is frequently called ‘junk mail’. | 
