Winkler+Dünnebier to Highlight Four Envelope Solutions at GRAPH EXPO
“Our mission at W+D is to empower the envelope,” says CEO Jochen Engelke. “We’re focused on delivering solutions that address the historical competitive disadvantages of printed direct mail. From specialist printers and converters to direct marketing agencies to corporates, W+D products help direct mail producers to create high quality, individualized and targeted mailings that deliver the response rates their marketing clients demand.”
New Nielsen study: Printed envelopes the most effective direct mail option
In today’s ultra-competitive marketing environment, ‘Time-to-Mailbox’ is critical. Brand owners need their marketing messages to reach audiences punctually, efficiently and with maximum impact. Until now, these drivers have often pointed to the use of large-volume e-mail over targeted direct mail.
W+D highlights recent independent research from Nielsen in the United States and Germany, which confirms that a printed envelope is still the most effective mailing option compared with e-mail, self mailers, wrappers and standard envelopes. At 84.5 percent, printed envelopes deliver the highest open and read rate of any direct mail format, and have the highest recall value with recipients. Only one in every 20 e-mail recipients can remember receiving an e-mail and what it contained; this figure rises to one in three for a printed envelope. The research also shows that a high quality printed envelope adds perceived value to a mail item, doubling pass-on rates for the content of the mailing compared with e-mail.
The research offers evidence that even digital natives—younger target groups who regularly consume information digitally—are difficult to reach with e-mail. 63.2 percent of this demographic group admit that e-mail messages simply ‘disappear’; in contrast, they perceive customized physical envelopes very positively.
“Game-changing production innovations such as TIMOS from W+D will ensure that the envelope is now not only the most effective option for marketers, but that it’s also competitive with e-mail on speed and efficiency,” concludes, Jochen Engelke.