Which of the following is true of sales messages sent through direct mail?

• A. They are always less expensive than digital marketing methods.
• B. They allow for personalized communication with potential customers.
• C. They guarantee a higher response rate than other forms of advertising.
• D. They cannot be targeted to specific customer segments.

Answer: (B)

Verified step by step guidance

1. Understand the context of the question: It is asking about the characteristics of sales messages sent through direct mail, specifically comparing them to other marketing methods.
2. Analyze each option provided: Evaluate whether each statement is true or false based on the principles of marketing and direct mail communication.
3. Option 1: 'They are always less expensive than digital marketing methods.' - This is not true because direct mail often involves printing, postage, and distribution costs, which can be higher than digital marketing methods.
4. Option 2: 'They allow for personalized communication with potential customers.' - This is true because direct mail can be customized with specific names, addresses, and tailored messages for individual recipients.
5. Option 3: 'They guarantee a higher response rate than other forms of advertising.' - This is not true because response rates depend on various factors, including the quality of the campaign and the target audience. Direct mail does not guarantee higher response rates universally.