Published: MARCH 1,
2006, PMi, www.pminet.com
Women respond to personalization
on envelopes more than men, according to a study released
today by the Envelope Manufacturers Association Foundation.
The study also found that blacks and Hispanics are less
responsive to envelopes in general, though personalization
strikes a stronger chord among Hispanics.
The study, "Because
It's Personal: A Study of Consumer Use and Preference
for Envelopes," also reported that 75 percent of
Americans say they are most likely to pay attention to
"direct mail sent to my home." This was three
times more than "unsolicited e-mail," "Internet
banner or pop-up ads," "calls to my home,"
"a person coming to my door at home" and "text
message to my mobile phone" combined.
"Envelopes bring
a personal touch," said Robert J. Muma, chairman
of the foundation's advisory council for the "Open
for Business With a Personal Touch" public relations
campaign. "It is from me to you. It's not just an
electronic image or a voice or a television image. It's
something you can touch. Also, [it offers] the security,
privacy and the intimacy that maybe some of the other
print vehicles don't have."
For the study, the
EMAF commissioned a series of focus groups and a national
online survey. Focus groups were conducted in September
with consumers ages 21-55 and with three business audience
segments: direct mail managers at nonprofits, creative
directors at PR and ad agencies and executives at DM firms.
Afterward, a
national online survey of 1,800 consumers was conducted
with a demographically representative cross-section of
Americans 18 or older. Results were weighted to reflect
2002 Census demographics, and they have a 2 to 3 percent
margin of error at 95 percent confidence. GolinHarris
conducted the study in collaboration with market researcher
Insight Express.
Another finding was
the top three things Americans say they "always or
usually" do with envelopes containing marketing,
advertising or promotional material they receive by mail:
· 61 percent
open it if they think the contents will be of personal
interest to them.
· 59 percent
open it if they can clearly identify the purpose/sender
from the envelope.
Also, 41 percent say
they value and pay more attention to marketing materials
mailed to them in an envelope, versus 16 percent who say
they value and pay more attention to mailed postcards
or fliers without an envelope.
The top types of merchandise
Americans say they buy as a result of direct mail solicitations
that arrive in an envelope are: books (43 percent), magazines
(42 percent), clothing (40 percent), movies/videos/DVDs
(29 percent) and music (25 percent).
A majority of Americans
prefer bills mailed in envelopes over ones delivered online.
The study found that 82 percent want a hard copy to keep
as a record; 57 percent trust mailed bills in an envelope
more; 43 percent think bills in mailed envelopes are more
private; 41 percent think bills in mailed envelopes are
more secure.
"People like
to have that tangible, original statement in the mail,"
Muma said. "Even if they are doing some online transactions,
they feel much safer getting their statement in an envelope."
