First Impressions Determine Direct Marketing Success

The study further demonstrates that printed packaging—printed envelopes in particular—are considered to be of higher value than plain, unprinted packages. This in turn results in printed envelopes motivating recipients to pass on content to friends and acquaintances far more than any other direct mailing media—14.2 percent compared to 7.8 percent scored by email.

Success factor #3: Individualization

The second stage of the Nielsen study shows clearly that a high-value direct mailing in a creatively designed and printed envelope alone is still not enough to guarantee the success of a direct marketing campaign. The new formula for success needs a certain extra factor or ingredient.