A business is considering using a direct mail piece to reach potential customers. Management of the company should realize that two of the negatives of doing so are a high cost per contact and

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Direct mail campaigns can be expensive, especially if the mailing list is not well-targeted or the mail pieces are poorly designed. Additionally, there is always the risk of bad mail addresses, which can lead to wasted resources and a lower return on investment. While options for creativity and testing can be limited with direct mail, these are not necessarily negatives and can be overcome with adequate planning and strategy. Tracking results is also possible with the use of tracking codes and response mechanisms.

A Business Is Considering Using a Direct Mail Piece to Reach