Direct mail is a popular way for businesses to advertise their products or services. However, business owners that are new to direct mailing should pay attention because it's easy to spend a lot of money without seeing the results that you'd like. The copywriting on your mailing will determine the response rate. The better the copy, the higher the response rate. It's also important to make sure that you have a highly targeted list to send your advertisement to, as an improperly targeted list will have a low response rate. List broker A list broker gathers and sells lists that fit a particular demographic. For example, you may be able to purchase a list of new parents, senior citizens or people with credit cards through a list broker. Direct mailing service A direct mailing service, or fulfillment company, can take care of as much of the direct mailing process as you need. For example, you could use a full-service company to create the ad, print it on postcards and send to a list. Direct mail copywriting Direct mail copywriting is a style of writing that entices recipients to open your mailing and purchase your product or service. A good copywriter may be expensive, but often has a good return on investment. Ancillary service endorsements Ancillary service endorsements help a business owner maintain his or her mailing list. It will notify them of any changes to a recipient's address. Response rate The response rate is the percentage of people that responds to a direct mail campaign. Depending on the campaign, this can mean different things, such as how many people purchase a product or sign up for a seminar. Direct Marketing Association (DMA) The Direct Marketing Association is an organization that supports companies that use direct marketing techniques in order to sell products or get donations.