The opening and reading behavior of business-to-business direct mail
De Wulf, Kristof Hoekstra, J.C. Commandeur, Harry
De Wulf, Kristof
Hoekstra, J.C.
Commandeur, Harry
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Publication Type
Journal article
Editor
Supervisor
Publication Year
1999
Journal
Industrial Marketing Management
Book
Publication Volume
29
Publication Issue
2
Publication Begin page
133
Publication End page
145
Publication NUmber of pages
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Abstract
A study is presented of Belgian managers that shows manipulating envelope characteristics in direct mail campaigns is the most effective way to influence business-to-business direct mail opening behavior. Segmenting and targeting appear to be key success factors for stimulating reading and response behavior. Mailing content characteristics were not related significantly to reading behavior, nor did mail pressure affect opening behavior.
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Keywords
Interactive Marketing