In other words, businesses can send direct mail to specific buying groups, based on key demographics, such as gender, age, household income, household size and profession (Suttle, n.d.). Additionally, marketers can purchase mailing lists to target people based on geographic location, age, or income range. The second advantage of direct mail advertising is multiple formats. There is a wide variety of formats and options such as postcards, brochures, magazines and catalogues. It can help marketers select the most suitable strategy. Furthermore, “Mail is tangible. Since direct mail is essentially delivered directly into the hands of 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 trust its contents” (Verified Label & Print, Inc., n.d.). A major disadvantage of direct mail advertising is the cost compared to email marketing. Sending direct mail in large quantities costs a lot of money, postage and printing, which could be expensive. Additionally, it can take longer because direct mailing requires more tasks than