Top Coupon Market Takeaways from Valpak’s 2018 Readership Study

Last updated: April 27, 2020 | By Jessica Leone

The Methodology

Valpak partnered with third-party firm and industry leader Research Now to conduct this year’s survey. To ensure an accurate sample, we focused on our current mailing areas with quotas aligned to the Valpak household audience – including age gender, ethnicity, dwelling type and geography. 1,999 surveys were completed, with a ±2.08% margin of error.

The Results

Now let’s get to the good stuff. We ask the same set of core questions each year to gauge trends in our open rates, brand awareness and audience engagement. For insight into contemporary issues, like the Valpak $100 Instant Win program, we rotate in a few new questions to ask respondents.

The results of this year’s study, once again, prove the Valpak audience is highly engaged, highly motivated and drives more results for our advertisers.


The readership study confirmed that Valpak continues to mail to a highly engaged audience. Among the households that receive Valpak, nine out of 10 (92%) opened and looked through the envelope and 82% looked at every envelope insert.

The Valpak audience isn’t just looking at the inserts, they’re using them too. Of the households that opened their envelopes, 54% used Valpak coupons once a month or more frequently. 71% set aside 1-4 coupons they intend to share or use in the future.

What Consumers Want

We asked what types of businesses participants would like to see in The Blue Envelope. The top five ranked categories were:

  1. Groceries/Grocery Stores
  2. Casual Dining Restaurants
  3. Fast Food Restaurants
  4. Big Box Retailers
  5. Clothing/Department Stores

Final Thoughts

Through more than 50 years of direct mail experience, Valpak continues to lead the industry by providing dynamic advertising solutions for local businesses. How do we do it? Our Blue Envelope is sent to nearly 40 million households in the U.S. each month, targeting homes with discretionary income to spend. By targeting our advertisers’ messages and sending them at the right frequency, we ensure no wasted coverage and maximum ROI.

If you’re struggling with the best way to market your business, or just want to talk advertising, contact your local Valpak representative today.

brand personality flowchart

Source: 2018 Valpak® Readership Study, Research Now®, December 2018.