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Creating Interactive Mail

In: Building Brands Directly

Author

Listed:
  • Stewart Pearson

Abstract

Writing forty years ago in How to Sell Successfully by Direct Mail, John Cassels says: ‘Direct mail is the only advertising medium that can make a personal approach’.1 Direct mail is at the same time an old medium and the first of the new interactive media. From direct to electronic mail is a technological, not a marketing leap. How customers receive and use direct mail by post is relevant to the future of all personalised communication media.

Suggested Citation

  • Stewart Pearson, 1996. "Creating Interactive Mail," Palgrave Macmillan Books, in: Building Brands Directly, chapter 10, pages 230-251, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13771-8_10
    DOI: 10.1007/978-1-349-13771-8_10
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