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People Prefer To Receive Messages In An Envelope, Study Finds Criteria of Trust, Privacy, And Security Are All-Important ALEXANDRIA,VA – Despite the rise of online communications channels, envelopes are one of the most powerful and effective tools for connecting with people, a new study by the Envelope Manufacturers Association Foundation (EMAF) shows. Based on the findings of a national survey of 1,800 Americans age 18 or older, the Foundation determined that envelopes consistently enable and enrich a higher quality of communication for the sender and the recipient. The EMAF's report, “Because It's Personal: A Study of Consumer Use And Preference For Envelopes,” found that the personal touch, tangibility, and privacy afforded by envelopes overwhelmingly drives consumer preference in both transactional communications and direct marketing communications. For example, although many banks, financial institutions and other service providers are pushing customers toward online transactions, 3 out of 4 Americans, or 78%, prefer to receive bills in an envelope in the mail. People Pay Attention To Direct Marketing Within those numbers, the study found that 82% want a hard copy of the bill to keep as a record; 57% said they have a greater trust in bills arriving in an envelope, and more than 40% said they think statements mailed in an envelope are more private and more secure than their electronic counterparts. When it comes to direct marketing, 75% of Americans say they are most likely to pay attention to direct mail – three times more than unsolicited email, Internet pop-up ads, telemarketing calls, door-to-door marketing, or mobile phone text messages combined. The study found that Americans respond more positively to direct mail in envelopes than flyers or postcards, with women (45%), and people over the age 34 (44%), registering the strongest approval of direct mail offers in envelopes. The top types of merchandise Americans say they buy as a result of direct mail solicitations that arrive in an envelope are: books (43%), magazines (42%), clothing (40%), movies/videos/DVD's (29%) and music (25%). InfoSeal and NJBF feel this is a strong endorsement of the use of self mailer documents both for transactional mail and direct mail documents. “When a pressure seal form arrives in the mailbox its usually perceived as an official document. In the case of Direct Mail this may help the piece get noticed….and opened. InfoSeal has many unique features that can be incorporated in a pressure seal mailer that can really jazz up a direct mail application.” says Andrew Harnett, Partner of InfoSeal. He continues, “I don't know about you but my maibox is awash with standard envelope direct mail pieces. Our Pressure Seal Plus formats are different, create interest and they work.” The article also offered the following some of which relate to standard transactional mail but have relevance in direct mail as well. “Why People Prefer Bills In Envelopes To Bills Sent Online” 82% prefer a hard copy to keep as a record 57% have more trust in mailed bills delivered in an envelope 43% believe bills mailed in envelopes are more private 41% believe bills mailed in envelopes are more secure. Top 10 Reasons People Want To Look Inside An Envelope
Copies of the executive summary are available by contacting the EMAF, 500 Montgomery St, Suite 550, Alexandria, VA 22314, or by phoning 703-739-2200.
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