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Consumers Value Physical Mail, Even In This Digital Era


April 27, 2012 -- Multichannel marketing agency RAPP Germany commissioned global measurement firm Nielsen to conduct a study of the effects of different offline and online direct mailing techniques as part of the consumer purchase decision process.

Approximately 1,800 consumers in Germany and the United States participated in the study, which employed marketing mailings form a fictitious travel agency. The direct mailings tested: standard envelope, printed envelope, self-mailer, wrapper, and email. Using these various marketing vehicles, the effectiveness of a personalized vacation offer was tested amongst two groups of recipients—interested and not interested.

The results confirm the unique advertising effects of the envelope -- that an envelope reinforces marketing efforts and messaging, that personalization is an effective technique to get the envelope opened, and that consumers value physical mail, even in this digital era.
Select findings:


Source: PIWorld, Nielsen Study Proves the Impact and Attraction of the Printed Envelope, April 20 2012 and First Impressions Determine Direct Marketing Success, April 27, 2012.