James, You never fail to pooh-pooh direct mail, and when my company has all the work it needs, like yourself, I may agree with you. But in my area, I send out cards, the phone rings, and I have work. I do still see work from other sources: referrals, truck, website, yellow pages. when folks get the card, most do throw it out. But people that have been thinking of doing lighting call me. and think of it this way- every job I get, that is one less person that gets crummy lighting from a landscaper or electrician.
And the numbers don't lie. I have been tracking it religiously, and it is worth the investment at least 10 fold at the level I mail at.