I really enjoy working on direct mail advertising and promotion but this wasn't always the case. Direct mail has traditionally been seen as a less than desirable assignment for creative graphic designers, art directors and copywriters. This is probably due to the fact that most mailings are exactly what they are known as– Junk.
This is unfortunate for the recipient but more so for the client companies using the medium. Print (including the humble mail-shot) should be a effective weapon in your marketing mix.
We recently created and mailed out a 'letter of complaint' from the Cranky Pressman. You can see the entire piece here. Treating your target audience with respect and even a touch of wit keeps your efforts from going straight into the wastepaper basket.
Direct mail marketing is thoughtful, targeted, effective and even fun to receive when done well.