How to Create a Direct Marketing Campaign (Entrepreneur.com, 11/1/2005) —

Direct marketing provides you with a way to conduct a test of this market relatively quickly, at a reasonable cost, and with convincing certitude. Direct mail has a number of attractive advantages:

• You can target recipients very precisely.
• You can protect against overwhelming response.
• Costs can fit large or small budgets.
• Direct mail can happen fast.
• You can test different appeals to reveal the most potent message.
• You can mail to the same list again with a slightly different mailing and still garner worthwhile results.
• You can never run out of prospects if you use your imagination to find new niche direct-mail markets for your products

Full article: http://www.entrepreneur.com/marketing/marketingbasics/marketingmaterials/article80786.html