I was wondering about this. It seems to me that the 10% conversion rate for junk mail is based on selling to a credulous consumer. Hence the urgent tone. Mos

I was wondering about this. It seems to me that the 10% conversion rate for junk mail is based on selling to a credulous consumer. Hence the urgent tone. Most people (the other 90%?) toss the shit out because they know even if the copy sounds vaguely interesting, you're most likely not going to get something for nothing. Everything from the 4 (bright) color ad to the fake christmas card goes in the recycling immediately from the mailbox because you know you're going to be manipulated. Are people more or less credulous on the web? I dunno, that has to depend on the category. In some ways, it's harder to avoid reading the copy -- but for experienced users there is a degree of resentment when you realize you've been "SEO"ed by an interesting sounding google link into a page of marketing bullshit.