Takeaways From Valpak’s 2021 Coupon Engagement Survey (Infographic)

Last updated: May 28, 2021 | By Ivy Sieff

Reading time: 2 minutes

Since 2001, Valpak’s Readership Study has been the consistent consumer engagement survey for The Blue Envelope®. The results of this year’s study are in – and they’re too good not to share. Click here to jump straight to the infographic.

The Methodology

During April 2021, Valpak surveyed consumers residing in Valpak mailed ZIP codes, using the PureSpectrum’s® Sample Management Platform. Quotas were implemented to ensure a mix of ages, gender, ethnicity and geography. 2,032 surveys were completed for a ±2.06% margin of error at the 95% confidence level.

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 introduction of QR codes to our coupons and neighborhood-targeted postcards, 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 drive more results for our advertisers!


The readership study confirmed Valpak continues to mail to a highly engaged audience. Among the households that receive Valpak, nine out of 10 (93%) open and look through the envelope and 82% look 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, 65% used Valpak coupons once a month or more frequently. 72% 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. Fast Food Restaurants
  3. Casual Dining 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 over 39 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.


2021 readership study infographic

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Source: Valpak® Readership Study, April 2021.