Marketing Automation is a hot topic these days but most implementations use only online marketing channels. All the benefits of direct mail, including personalization enabled by variable data digital printing technologies, highly targeted, a long shelf life, and standing out from the crowd by placing your marketing piece literally in your prospect's hands, are not leveraged in most automated marketing programs. It doesn't need to be this way. It is actually pretty easy to add a direct mail channel to a marketing automation program. This presentation dispels four direct mail myths and illustrates why you should consider adding direct mail to your marketing automation program.