THE USE OF specific name, even if that name is misspelled, is the most influential factor in enticing consumers to open an envelope, according to a study from Pitney Bowes.
Payment mechanism also swayed a consumer’s likelihood of opening mail, with stamped mail generating the most interest, followed by first class metered mail. Both were trailed by permit mail (first class and standard), which were seen as deterring recipients from opening the envelopes.
Presence or lack of a return address was the next most influential factor. This element cut both ways-its presence was a powerful inducement, and its absence engendered strong negative feelings toward the solicitation.
Through NFO Research Inc., Pitney Bowes surveyed 420 consumers representative of the U.S. population, who rated 21 different envelopes on a five-point scale. Data was collected from December 1997 through January 1998.
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