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5. When to Go Direct > Benefits of the Direct Approach
Benefits of the Direct Approach
The purpose of direct marketing is primarily sales. There are other uses of direct marketing, which include keeping customers up-to-date on potential developments and alerting them to such issues as recalls and price increases. Also, direct marketing can be used as a means of word of mouth; for example, when a political party or campaign asks you to throw a party for like-minded friends and spread a particular message.
Each tactic has strengths and weaknesses; your marketing round needs to weigh both. Let’s first look at the primary methods of direct marketing and their benefits.
Direct Mail
Direct mail usually is delivered by the post office, though it also can be conveyed through a premium delivery service such as FedEx, UPS, or DHL. An estimated 90 billion direct mail pieces are sent in the United States every year, according to the United States Postal Service (USPS). Following are some of the benefits of direct mail.
