◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊

I have 35 years experience in advertising.

Direct marketing using a target list of potential customers versus the broad based approach that most media employs. Because of this method, the advertiser must narrow down the group of recipients based on criteria they glean from many sources. For instance, demographic studies, targeted market sectors such as those most likely to use the product or service. it can be accomplished via direct mailers, phone calls, email, private invitation and other target-specific procedures. but, because it is quite limited, may also have a relatively small ROI or return on investment.
Direct mailers typical only have a 1 to 2% success rate.

◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊
References :
I wrote a book on adv at: http://www.poweradbook.com

With Direct Marketing, the idea is to build a pyramid. The main objective is to bring in more people and there is little to no push to sell any product. You must bring other people in under you in order to make money. Most businesses want to sell product, not just sell the concept of making money by having someone pay a fee.
References :