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Direct marketing is a form of marketing that delivers the message directly to consumers using customized media channels. This activity represents a way of communication, being a genuine sales channel. But what are the most effective direct marketing tools? According to statistics, the most commonly used tools are the direct mail, the call center and the Internet. Direct email is the cheapest and fastest way of communication and even the most efficient. The call center has the role to inform, while receiving feedback and providing additional information. It is regarded as the most expensive component of direct marketing. It seems, however, that the most popular channel is the Internet. The disadvantage of direct marketing campaigns based on the Internet is that the target audience is more volatile.