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Direct mail marketing can offer many benefits for online retailers, especially those who use address standardization software. While direct mail marketing may seem outdated when compared to social media marketing and other forms of digital communications, research shows that it is still very relevant and has the potential to enhance modern marketing campaigns. A good example of this fact is the latest marketing efforts by Google.

The company has been using direct mail in concert with email to advertise their new offer of free PPC advertising worth $100. Google is using direct mail in a strategic way in order to reach out to the most diverse group of people possible. Due to the fact that consumers are saturated with internet ads today, including many free offers for online services and merchandise, they may tend to ignore these ads as spam or worry that they could be a cleverly disguised scam.