First Impressions Determine Direct Marketing Success

To shed some light on the second stage of this study, and at the same time to avoid the misleading interaction of cross-media campaigns, a fictitious travel agency—Top Travel Tours—was “established.” Within the scope of a real test using five different direct mail techniques—standard envelope, printed envelope, self-mailer, wrapper and email—the marketing effectiveness of a customized holiday offer was tested amongst two groups of recipients—interested and not interested.

Success factor #1: The Envelope