The motto of the direct-mail business is "Send the right offer, to the right person at the right time." But there's a fourth "right" - the right price. Consumer response to direct mail typically averages between 1 and 3 percent, providing a far greater measurable return than you can get from other advertising media. But you still need to watch every penny you spend.

By combining the Internet, a well-designed mailpiece, and well-chosen leads, you can reach customers more accurately than ever before. By mailing only to people who are in the market for your product, you can avoid wasting valuable resources.