Some £930 million was spent on direct mail in 1990.

About $16 million of that amount was from direct mail alone.

About 25 percent of its sales are by direct mail.

But, yes, the problem with too much direct mail is that response rates can go down.

Direct mail, they said, is likely to play a large role in their strategy.

"With direct mail, you have maybe a couple more seconds to get someone's attention."

The industry spent more than $150,000 that year to make 25,000 phone calls and send 42,000 pieces of direct mail.

Direct mail may be used to sell to a target group.

"It's had a longer life, to my knowledge, than any other direct mail in history."

In the case of direct mail, you know who your customers are, literally.