In other words, businesses can send direct mail items to specific groups of buyers, based on key demographics, such as gender, age, household income, household size, and occupation (Suttle, n.d.). Additionally, marketers can purchase email lists to target people based on their geographic location, age, or income bracket. The second advantage of direct mail advertising is multiple formats. There are a wide variety of formats and options such as postcards, brochures, magazines and catalogs. This can help marketers select the most appropriate strategy. Furthermore, “the mail is tangible. Since direct mail is essentially sent directly to customers and prospects, they are virtually guaranteed to see and read your message. Because customers can also physically touch a piece of mail, they are more likely to view its contents as trustworthy” (Verified Label & Print, Inc., n.d.). A significant disadvantage of direct mail advertising is its cost compared to email marketing. Sending direct mail is very expensive in terms of postage and printing, which can be costly. Also, it may take longer because direct mail requires more tasks than