What is a key characteristic of Direct Mail as a lead generation technique?

Direct Mail as a lead generation technique is characterized by the process of sending physical mailers directly to potential consumers. This approach allows businesses to reach a wide audience by delivering printed materials such as brochures, flyers, or postcards to targeted recipients. The goal is to generate interest and prompt responses from those who receive the mailers.

This technique is particularly effective because it combines tangible media with strategic targeting, enabling businesses to craft customized messages tailored to the demographics and preferences of potential customers. By sending pre-approved mailers, companies can ensure compliance with regulations and maintain a professional standard for their marketing efforts.

In contrast, the other options describe characteristics that do not align with the nature of Direct Mail. For example, in-person interactions and digital communications do not capture the essence of Direct Mail, which is specifically focused on physical mail delivery. Additionally, targeting only existing customers overlooks the potential of Direct Mail to reach new prospects. Therefore, the focus on sending mailers to potential consumers is what distinctly defines this lead generation method.