Study Ranks How Consumers Open Mail

Share this content:
A proper address and spelling of the recipient's name is the most important factor to get an envelope opened, says a study of business and advertising mail "openability" commissioned by Pitney Bowes and conducted by National Family Opinion Research.

Type of postage is the second most important determinant and presence of a return address third in a study of 420 consumers who rated 21 different envelopes on a five-point scale. The study also measured the effect of addressing techniques, enticers or special messaging and envelope size. Among the findings:

* A generic recipient title, address labels and permit postage are the leading deterrents to getting mail opened.

* A misspelled name is more likely to be opened than a generically addressed envelope.

* Metered mail using lower cost Standard-A mail postage is more likely to be opened than First-Class permit mail.

* Standard No. 10 envelopes are the most likely size to be opened.

Based on its findings, Pitney Bowes, Stamford, CT, has determined a combination of features that would result in the most openable mail. For further information on the study, contact Scott Tangney at 212/684-6300.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above