When an email list can't be found, mail may be the only way to first reach out to specialized audiences.
For example, a software product might target just 4,000 companies. Direct mail can pull these prospects to a microsite or landing page, providing both leads and email address capture for future promotions.
Mail can also be used as a supplement to online media for lead generation, product promotions, seminar invitations, holiday greetings, and other marketing initiatives.