The direct marketing industry is comprised of companies and other organizations that utilize direct communication to a consumer or business as a means to generate a lead, an order or retail store traffic. Direct marketing communications are also distinguished for their relative ease in measurability—a strong benefit as businesses strive to maximize the concrete return-on-investment of their marketing investments. One out of every $12 spent in the United States is the result of a direct marketing communication; commonly used media channels include direct mail, catalogs, telephone, radio, television, print publications, e-mail and the Internet.

Advances in database and communications technologies have both propelled and disrupted the fortunes of direct marketers in recent years. These forces, as well as rapid shifts within the retail landscape, have elevated the demands upon successful direct marketers. Today they must consistently expand and refine the tools and techniques they employ both to attract new customers and to develop the relationships they possess with existing ones.