What is it? Fulfillment is the act of sending information following an specific request. If a person requests information about one of your products and you send out an information package, you are doing Fulfillment.  Fulfillment is very efficient because it is a guarantee that the person receiving your information is interested in your product. Once this is established through the request, you can invest in a full information package with the added security that this is going to be well received and would posibly generate a sale. Fulfillment is the pefect complement to an advertising or direct maketing campaign. One of the basic principles of direct marketing is to try to reach as many people as posible with the lowest posible cost, so that you can invest more in the people who show an interest through Fulfillment.