Printed envelopes found to be appealing
According to a recent study conducted by Nielsen, more than 84 percent of recipients of advertisements in printed envelopes opened the envelopes and read the content, demonstrating the effectiveness of this type of marketing outreach.
Younger recipients were found to be the most willing to open direct mail pieces, with the research showing more than 63 percent of the 16-34 age group said emails are less likely to be read than mail delivered in personalized printed envelopes. By using a web-to-print solution, businesses can personalize printed envelopes to make them even more appealing for recipients.
Phillip Schilling, managing director of international advertising company RAPP Germany, said traditional direct mail pieces have stood the test of time because they can be individualized to make customers feel more valued.
Other results from the survey suggested the speed of direct mail material is going to be vital to the direct mail industry. Mailing pieces that arrive in a timely manner are believed to be more effective.