Advertisers frequently refine direct mail practices into targeted mailing, when mail is sent out following database analysis to choose recipients considered most likely to reply positively. For instance a person who has demonstrated an interest in golf may receive direct mail for golf connected products or sometimes for goods and services that are suitable for golfers. This use of database analysis is a type of database marketing. The United States Postal Service calls such a form of mail “advertising mail” ( or admail for short).