Some of the advantages of direct mail are measurability of results, cost effectiveness over advertising due to the highly targeted audiences, and the ability to craft specific benefit messages to various target audiences. One word of advice here however, make your benefits known through an attention getting headline, use a crystal clear call-to-action and consider adding an offer to entice the receiver to respond. To help determine if direct mail is the right tool for you consider the number of potential leads (if 2% to 3% of the total number of pieces mailed turned to legitimate leads), then consider the cost of the mailing and what your margins are to determine potential return on investment.