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Nielsen Study Proves the Impact and Attraction of the Printed Envelope

April 20, 2012

The customized enveloped has to become more efficient.

Phillip Schilling, managing director of RAPP Germany, an international advertising agency, says the envelope has stood the test of time and has potential to improve its standing in the future. Work with clients shows that marketers prefer email over direct mails due to its high-level of individualization and its efficiency benefit.

Schilling suggests that the Nielsen study shows that if envelope-based communication can manage to combine its high quality with individualization and a reduced time-to-mailbox, it will increasingly be the medium of choice when addressing customers directly.

Speed is a decisive factor.

Recipients of advertising preferred postal mailings with individual advertising in real envelopes. Marketers want effective direct campaigns—high quality, direct and individualized —with a significant decrease in time required from the initial brief to the mailbox: Time-to-Mailbox is crucial for the future of direct mail.

About RAPP Germany
RAPP Germany is one of the leading multi-channel agencies in Germany today. Originally founded 25 years ago as a direct marketing agency, RAPP Germany now develops networked communication solutions for clients across all media and disciplines: advertising, online/mobile marketing, email marketing, dialogue, sales literature, retail, CRM and social media. At the helm of RAPP Germany, there is Phillip Schilling and Stefan Setzkorn. They lead a team of around 200 specialists in a Hamburg and Dusseldorf offices. RAPP Germany proudly enjoys long-standing relationships with many of our clients, including Adobe, HP, Vodafone and airberlin.

Source: RAPP Germany



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