While paying for a cup of coffee at a local café I tend to frequent, the cashier asked me if I wanted to sign up to receive special offers and coupons in the mail. Since I knew I would be spending money at this particular business in the future, I was more than willing to comply.
This is a great example of how you can target your direct mail marketing program to people who are already interested in your product or service. Instead of blindly mailing your card mailers to everyone in a certain area, you can hand select the recipients, therefore increasing the chances of the mailer being read and the offer being taken advantage of.
Direct mail marketing programs may seem to irritate a lot of people, but when the offer is from a store the person often visits, they are usually happy to receive special mailings that offer discounts on products they were probably going to buy in the first place.
Another example of a targeted direct mail program occurred when I signed up for a credit card at one of my favorite clothing stores. As a perk for getting the card, I began receiving card mailers offering percentages off and free $10 on any purchase. Once again, this is a type of direct mail that anyone would be happy to receive.