Reach Out and Touch: The Difference Between Direct Mail and Email
What’s the biggest difference between old-fashioned junk mail and trendy new email and its spawn? I mean, apart from the fact that junk mail is now horrifically expensive? So asks John Watson of Watson Phillips Norman. I remember Graeme McCorkell (he started an agency called MSW long before you were born, which became MSW Rapp Collins, which became WWAV Rapp Collins, which became Rapp … ) some years ago made a point that’s probably even more relevant today. You can touch direct mail. No other medium (even then) could bring tangibility into the communications process. What did it feel like?