Direct mail sends its message directly to the public or your market and drives a specific “call to action.” This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers.

If the advertisement asks the prospect to take a specific action, for instance call a free phone number or visit a website, then the effort is considered to be direct response advertising. Direct marketing is predominantly used by small to medium size enterprises with limited advertising budgets that do not have a well recognised brand message. A well executed direct advertising campaign can offer a positive return on investment as the message is not hidden with over complicated branding. Instead, direct advertising is straight to the point; offers a product, service, or event and explains how to get the offered product, service, or event.