Direct Mail

Another name for mail.

What makes direct mail any more direct than other mail?

Did it go directly to one’s home while other mail took a leisurely detour first?

Is it more forward? Does other mail not tell you what it’s about?

Is “direct” a verb? Does the mail tell other pieces of mail what to do?

None of this is apparent. It should just be “mail.” Marketers must learn to be far more direct, including when that means removing “direct.”