First Impressions Determine Direct Marketing Success

Schilling also thinks that, from an advertiser’s point of view, a lack of speed in development and production can be a serious drawback for postal mailings, resulting in electronic communication being chosen over direct mailings in an envelope. “The results of the second stage of this study highlight the new types of demands placed on direct mail,” he notes. “The combination of high-quality, individualization through to personalization and speed in the production of a mailing with a real envelope is the recipe for success for effective direct mailing campaigns in the digital age. While emails might seem at first to be cheaper to produce, this is often no longer an advantage in terms of ROI.”