News
 Do
Envelopes Really Spark a Call-to-Action?
Envelopes evoke emotion – so says a head honcho from
the Envelope Manufacturers Association Foundation (EMAF).
So, do people really like receiving mail? Do
envelopes really encourage a call-to-action?
The answer is a resounding yes – 75 percent of
Americans say they are most likely to pay attention
to direct mail, three times more than unsolicited
email, internet banner or pop-up ads, telemarketing
calls, door-to-door marketing and mobile phone text
messages, the EMAF report reveals.
Americans also respond more positively to direct
mail in envelopes than flyers or postcards, with 45
percent of women, people over age 34 (44 percent),
African-Americans (45 percent) and Hispanics (46
percent) registering the strongest.
Why do envelopes resonate so well with Americans?
The study found that the personal touch, tangibility
and privacy offered with the use of envelopes is
what drives its preference – both in transactional
and direct marketing communications. Three out of
four Americans, or 78 percent, prefer to receive
bills in an envelope in the mail. One of the reasons
why is because of privacy issues or security
concerns associated online transactions.
The findings are based on a national survey of 1,800
Americans age 18 and older.
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