Why do consumers open direct mail?

A survey of consumers and direct marketing practitioners was done in order to assess direct mail envelope characteristics which are perceived as critical in getting the envelope opened. Ten such elements were identified through focus group studies with consumers and personal interviews with practitioners. These elements pertained to personalization, teaser copy, and mail volume. The survey revealed that there was a significant difference between the two groups in their perceptions of the effectiveness of 8 of those 10 elements. Practitioners and consumers were similar only in their perceptions of the effectiveness of two of three personalization tactics—the handwritten envelope and the envelope that looked like a bill.