Why do consumers open direct mail? Contrasting perspectives

  title={Why do consumers open direct mail? Contrasting perspectives},
  author={E. Lincoln James and Hairong Li},
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… CONTINUE READING