In this video lesson, we will examine two types of direct marketing to the audience, one traditional and one digital. We will examine direct mail marketing and email marketing. Direct mail marketing is the obvious precursor of email marketing, but the one common denominator is that they go directly to the end-user; it is just a matter of the mode of delivery. Before there was technology, good old fashion mail was the way to go. In this video lesson, we will look at both by learning simple formulas to calculate the direct mail response rate and email open rate.