Study Ranks How Consumers Open Mail

Share this article:
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.
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.