The magic of direct mail, when you know what you’re doing, is that it is NOT risky. Sure, there are risks but then there are risks to driving a car also. If you have no idea how to drive a car then as soon as you get in it and turn the key you are extremely likely to have some sort of accident. This is true of all things.
Take crossing the road for instance. Do you remember those green cross code adverts? These adverts told you how to safely cross the road. After people learned how to cross the road safely, accident rates dropped through the floor. This is because education reduces risk. Not completely mind. But then to win without risk is to win without glory. You couldn’t win if you couldn’t lose, could you?