First Impressions Determine Direct Marketing Success

While the email may long have been considered to be simply a digital version of a postal mailing, and the factors for success regarding user behavior derived from those of the conventional, physical direct mailing, the tide now seems to be turning.

Phillip Schilling, Managing Director at RAPP Germany—an international advertising agency specializing in direct communication—is convinced that, “Nowadays, consumers make their decisions regarding the relevance of postal mailings on the basis of behavioral patterns which they are familiar with due to the high level of individualization of electronic communication. A physical direct mailing has to be even faster today—at the very first glance—in convincing recipients that it deserves to be given further personal attention.”