Direct mail has greatly progressed beyond its humble origins. Thankfully, we no longer have to rely on animal transportation or handwritten copies when it comes to delivering the latest news or deals on a product or service.

But what about generating leads? Ideally, you want to reach customers the sales department can clear, and who will become qualified leads that will close deals or buy your wares. If you want your business to grow, you need to obtain these customers. You must also do all you can, within reasonable and ethical parameters, to get them to buy.

That connection — when potential customers learn about your products and services and want to purchase more — is key. Mail has a personal, tactile sensation that email marketing cannot replicate. While using the two strategies in tandem can work well, it’s important to have clear goals in mind.

Read more: 4 SIMPLE DIRECT MAIL STRATEGIES THAT CAN HELP WITH LEAD GENERATION