Waste is the largest problem related to the practice of sending direct mail express . It is always present, and there is generally no way to avoid it. Most people will always throw bulk mail in the trash. You simply cannot expect to please everyone. Marketers know this as well. As a result, a lot bulk mail is sent in the hope that there will be at least a few positive responses. This necessarily leads to a lot of paper being wasted. In the United States, 12 million trees are cut down each year to feed the demands of direct mailing. This is obviously a necessary drawback of the practice.