First Union personalizes mailings to customers. (First Union Corp.)(Advertising, Marketing & Media)

The only thing more direct than the introductory mailings that First Union Corp. has sent out to new customers in this market would be Chairman Edward E. Crutchfield showing up on the doorstep.

These are not your typical get-to-know-us brochures that simply provide a profile of the Charlotte, N.C.-based banking company and request for all of the recipient's banking business.

These are 1.2 million four-color tailored pleas sent out last month to business and personal customers of the former First Fidelity Bancorporation in Pennsylvania, New Jersey and Maryland, which First Union bought in January.

Every package is unique because it has the customer's name on …