Direct marketing takes finesse and a deep understanding of your target audience. Without fully understanding your market, you could be spending money on ineffective campaigns and delivering the wrong message about your brand. Do your homework before creating a direct mail campaign. Understand who your customers are, where they search for information and how they interact with the brands they love. Knowing the effective marketing channels of your target audience will have the greatest impact on how you create your campaign. For the millennials in your mailing list you may incorporate online components that bridge the digital gap (i.e. QR codes, PURLs and Augmented reality). For the Generation X segment of your mailing list you may opt for a dedicated phone number or reply card. Understanding these nuances of your customer base can help you make your direct mail marketing campaign as effective as possible. All of this is part of what we call Customer Relationship Marketing. Developing this understanding of your target audiences helps you to make the best decisions on how to communicate, interact, and share content with your customers. In the long run, understanding your customers on a deeper level will help you to maintain a higher level of customer satisfaction and increase your customer retention.