direct mail has a long lasting and illustrious history as an important marketing communications channel. direct mail can be highly targeted and as such is extremely efficient in reaching tightly defined demographic, geographic or niche markets. over the years, it has been used to create awareness and stimulate demand through emotional graphics and copy. however, this role is changing. It is rare for someone to receive a direct mail piece and make a purchase solely based on the information in the piece. If interest is stimulated by the piece, today’s buyer is going to go online and perform their own research and if satisfactory they may wish to complete their purchase online or in the store.