Getting past the trash bin: Attribution about envelope message, envelope characteristics, and intention to open direct mail

Abstract

The objective of this study is to investigate the relationship between consumer attribution about direct mail based on their perception of envelope message, envelope characteristics, and consumer's intent to open direct mail. A content analysis of direct mail pieces along with an extensive literature review was undertaken to understand the underlying dimensions of envelope message appeals and envelope characteristics. After a pilot study, the main study consisting of 478 respondents was conducted and a structural equation model was used to test the relationships between the constructs. The results suggest that envelope message and envelope characteristics based attribution does influence intent to open direct mail. Specific message appeals shown to influence significantly recipients' intention to open direct mail include messages that evoke the feelings of importance, non-price incentive, and gratitude. Additionally, personalized, standardized and official envelope characteristics also influence the recipient's intention to open the direct mail. These findings provide new insight into the use of envelope message appeals and envelope characteristics for developing effective direct mail pieces.

Keywords:

• message appeals
• direct marketing
• direct mail
• attribution
• SEM
• relational