Survey Finds Offers in Envelopes Receive More Attention
Women perceive personalized direct mail envelopes in a more favorably than men, according to new national survey finding released by the Envelope Manufacturers Association Foundation (EMAF).
Forty-five percent of women surveyed perceive offers in envelopes more favorably than fliers or postcards. People over 35, African Americans and Hispanics also had more favorable perceptions of offers received in envelopes than the general population.
Men and women in general are 75% more likely to pay attention to direct mail, compared to unsolicited e-mail, Internet banner and pop-up ads, telemarketing, telephone text messages and door-to-door direct selling combined, the survey found.
The survey of 1,800 adults found that concerns over online security and privacy the primary reasons why consumers typically feel more comfortable with offers received in envelopes than other types of media
“We have always known that envelopes evoke emotion. Now we have the data to prove it,” said Tonya Muse, executive director of the EMAF in a statement. “Envelopes are more than packaging.”
