The readability of direct-mail copy
- 1 February 1991
- journal article
- research article
- Published by SAGE Publications in Journal of Direct Marketing
- Vol. 5 (1) , 27-34
- https://doi.org/10.1002/dir.4000050106
Abstract
We report the results of a well-controlled experiment which tested the readability of direct-mail sales letters. Surprisingly, the mailings of a subscription offer for technical newsletters, sent to both professional and layperson segments, produced no significant differences in response rates as a function of readability levels. This study suggests that readability formulas, as tools for tailoring messages for different segments, may not have broad applicability in the field.Keywords
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