The effect of covering letter personalisation in mail surveys

Philip Gendall

It is generally assumed that personalising mail survey covering letters increases the response to mail surveys.
  

The Effect of Covering Letter Personalisation in Mail Surveys

Philip GendallMassey University

INTRODUCTION

Personalisation of mail survey covering letters may involve one or more of the following: including the respondent's name and address in the letter; using a salutation that includes the respondent's name (i.e. 'Dear . . .' rather than 'Dear respondent' or 'Dear householder'); an individually typed letter; an original rather than a copied signature; a handwritten note in the covering letter.

There are two justifications for personalisation, both drawing on the theory of social exchange. The first argues that, if potential respondents recognise the...

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