First Impressions Determine Direct Marketing Success

Furthermore, the second stage of the Nielsen study into the effectiveness of different direct marketing mechanisms confirmed the excellent responses elicited by individually tailored communications within the consumer purchase decision journey. The comparison between the groups of interested and not interested recipients shows—with a rate of over 44 percent—that nearly every second recipient of an individualized direct mailing would investigate further offers online. This compares to the figure of only 36.6 percent of recipients of non-individualized mailings who said they would do likewise.