First Impressions Determine Direct Marketing Success

HAMBURG, GERMANY—April 27, 2012—The first stage of a study recently conducted by Nielsen, a leading global information and measurement company, and RAPP Germany investigated the advertising effectiveness of mailing techniques. The study brought to light how changing patterns of media consumption in this digital age have redefined the factors critical to the success of mailing campaigns. The combination of a relevant, target-group-specific address and a high-quality direct mail technique—clearly visible at the very first glance—increases the probability of breaking through the clutter and the attention barrier.