The debate facing many corporations today is whether or not to stick with traditional mail marketing, switch to e-mail marketing or maybe a combination of both. According to an article on piworld.com titled, “Nielsen Study Proves the Impact and Attraction of the Printed Envelope,” customers still value the printed envelope.
According to the article, the study confirms the unique aspects of the printed envelope. Here is a short excerpt from the article demonstrating the success of the envelope.
“The study shows that the printed envelope stood up during the whole purchase decision process. The envelope is most effective in drawing attention and generates the highest number of readers compared with the standard envelope, the self-mailer, the wrapper and the email.”
The article and study found:
- The printed envelope: the medium for success.
- Printed envelopes influence the purchase decision the most.
- Young recipients prefer envelopes – as long as they are personalized.
- The customized enveloped has to become more efficient.
According to the article, speed of delivery is one of the drawbacks. However, if marketers can get printed materials to consumers in a reasonable amount of time, Phillip Schilling, managing director of RAPP Germany, an international advertising agency, said the envelope will improve its future standing in society.
Here is another short excerpt from the article:
“Schilling suggests that the Nielsen study shows that if envelope-based communication can manage to combine its high quality with individualization and a reduced time-to-mailbox, it will increasingly be the medium of choice when addressing customers directly.”
I think an envelope adds suspense to what’s inside. Although we may know it is “junk mail,” we still can’t be sure unless we open it. An e-mail is kind of like receiving a Christmas or birthday present without wrapping. Without the wrapping, the surprise of what’s inside is spoiled.
What are your thoughts? Do you prefer e-mail marketing or paper-based marketing?