How is that possible? Again we have a logical explanation: If you’re holding something in your hands like a postcard it gives you a different sense than simply reading it. Directmail has to be more personal since you’re posting it to people, you have to know their address. “Now that isn’t really different from an Email campaign” I hear you saying. Technically yes, but it feels different for people. There are so many brands that have your Email address, it’s not a big issue. Every day you receive so many Emails and quite a lot go into the spam filter immediately without ever being opened, read or missed. But your home address? You wouldn’t give that to everyone, it’s a place where you relax, where you don’t have to do anything at all. That’s why there’s a difference in the feeling that is perceived with Directmail.