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Direct Mail – Respect the 5 Second Rule

We’re all familiar with the phrase, “you don’t get a second chance to make a first impression.”  Good, bad or indifferent, impressions are formed instantly based on a number of non-verbal cues. Things like age, gender, appearance and body language all impact how we are perceived in real life. The same holds true for brands and businesses when it comes to their direct mail. In fact, 54% of consumers prefer to receive updates from brands via mail.* Respect the 5 Second Rule, a recent promotion from Sappi, sets out to illustrate direct mail’s ability to stand out in a crowd and create a memorable experience.


According to a recent USPS study**, direct mail is the preferred method of brand communications for consumers, with marketing making up more than 50% of the total mail volume in the United States. That alone should highlight the fact that businesses need to use thoughtful, targeted and high-quality direct mail campaigns if they want to make a good first impression.

“Making direct mail impactful comes down to three key things: design, copy and paper,” said Patti Groh, Marketing Communications Director, Sappi North America.

Respect the 5 Second Rule highlights these three key components in its design and production while educating marketers on the impact of haptics (the science of touch).


“This kit is important, because it demonstrates to marketers that the first thing prospective customers will notice about their piece is the way that it feels in their hands. High-quality printed materials tend to linger on the kitchen counter far longer than marketing materials printed on standard paper, ensuring a lasting impression on the consumer,” says Groh.

The promotion was designed to illustrate direct mail’s ability to instantly stand out and create a memorable experience that drives response/activity. One of the first things you’ll notice is the highly-tactile envelope produced on the uniform surface of Opus PS Web Dull Cover 9PT. featuring an overall soft-touch coating.

Within the kit itself are direct mail samples featuring different production techniques and design elements printed on Opus and Somerset papers. Each sample in the kit exemplifies a different focus, including versatility, surface quality, style, yield advantage and postage cost.

To learn more about direct mail, or request a copy of Respect the 5 Second Rule, just ask.

*Source: Marketing Sherpa

**Source: Sappi North America