Nielsen Study Proves the Impact and Attraction of the Printed Envelope
Printed envelopes influence the purchase decision the most.
The significance attached to a printed envelope generates a unique activation potential. The printed envelope encourages a customer to further recommend an offer to friends and family twice as much when compared with emails (see chart). This is a decisive advantage for sales today, because studies show that such recommendations are the most important factors of influence when people make a purchase decision.
Young recipients prefer envelopes – as long as they are personalized.
Interestingly, it is the older target segment (55–65 years) and not younger target groups (16–34 years) that value emails in a positive manner. Younger target groups are aware of both the advantages and disadvantages of electronic communication. While 63.2 percent of 16–34 year olds see emails disappear in the flood of advertisements they receive, an individually addressed printed envelope is valued very highly. Younger target groups want the best of both worlds: a real envelope and the flexibility of individualized emails.
The customized enveloped has to become more efficient.
Phillip Schilling, managing director of RAPP Germany, an international advertising agency, says the envelope has stood the test of time and has potential to improve its standing in the future. Work with clients shows that marketers prefer email over direct mails due to its high-level of individualization and its efficiency benefit.
Schilling suggests that the Nielsen study shows that if envelope-based communication can manage to combine its high quality with individualization and a reduced time-to-mailbox, it will increasingly be the medium of choice when addressing customers directly.
Speed is a decisive factor.
Recipients of advertising preferred postal mailings with individual advertising in real envelopes. Marketers want effective direct campaigns—high quality, direct and individualized —with a significant decrease in time required from the initial brief to the mailbox: Time-to-Mailbox is crucial for the future of direct mail.