Direct mail is far from "throw it against the wall and see what sticks", and of course it works. Marketeers aren't generally inclined to waste money. They gener

Direct mail is far from "throw it against the wall and see what sticks", and of course it works. Marketeers aren't generally inclined to waste money. They generally do trial mailings and if they don't see results (measured financially vs. cost of mailing) they stop doing mailings. Certain things are bulk mailed to an extremely large group of people, but this isn't always true. Targeting also does not have to be nonexistent. For example, you could go buy this list at ListSource (http://www.listsource.com/ http://www.listsource.com/) for about $50: All the people that live in the Bay Area that live in and own a 3 bedroom condo in a building that has more than 20 units that cost above $500,000 and was refinanced in the last 3 years. You just can't get that with online targeting, and sometimes when search volume is low or CPCs are high this method becomes much more effective than online advertising.