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Direct mail can be effective for several reasons. The first reason is that you are sending your ad to a targeted audience. If you sell women's shoes, you want your ad to reach women, not men. So by using direct mail, you can choose to send your ad to women specifically. Direct mail services can also allow you to address your recipient by name – this personalization can help when trying to win new clients or customers. By getting feedback from the Post Office and other sources, direct mail can also tell you if your advertising is reaching the right audience. Overall, direct mail is an effective tool when used smartly and correctly.