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Since 2001, Valpak has published a comprehensive survey on direct mail trends and response rates as well as engagement with our direct mail products (The Blue Envelope and business postcards). Click here to jump straight to the infographic.
Direct mail survey methodology
During April – May 2025, Valpak surveyed consumers residing in Valpak-mailed ZIP codes, utilizing the PureSpectrum® Sample Management Platform. Quotas were implemented to ensure a mix of ages, gender, ethnicity and geography. 2,018 surveys were completed for a ±2.07% margin of error at the 95% confidence level.
Direct mail engagement & coupon usage
At the industry level, direct mail engagement and influence remain strong, as does consumer enjoyment in receiving direct mail. 71% agree they enjoy looking through their monthly Valpak envelope for offers and savings, a consistent uptick from 69% in 2023. Moreover, the influence of direct mail on shopping decisions remains consistent.
Looking at generation-based age groups from the survey, we see younger consumers with higher incomes are somewhat more likely to use coupons once a month or more frequently. 86% of all respondents across age groups and incomes indicated monthly (or more often) coupon usage.
Top 15 most requested direct mail coupons
When asked to rank the types of coupons they’d like to see inside the Valpak Blue Envelope, consumers overwhelmingly requested food and dining direct mail offers:
- Groceries or grocery stores
- Fast food or quick-serve restaurants
- Sit-down restaurants
- Big box retailers (e.g., Walmart, Target, etc.)
- Clothing or department stores
- Entertainment
- Beauty supplies or services
- Pet care products or services
- Automotive sales or service
- Specialty retail (e.g., florists, jewelry, greeting cards, etc.)
- Ecommerce (online retailers)
- Medical or health & wellness
- Home services or remodeling
- Furniture or home stores
- Banking, financial services or real estate
Direct mail influences online shopping and internet search
Every day, the average consumer is exposed to thousands of online ads all competing for their attention. Direct mail presents a unique opportunity to get your message in front of an engaged audience. And combining print and digital advertising can increase conversions by as much as 28%.
- 47% of respondents agreed that Valpak specifically influences them to search online for businesses or products, and 40% prefer to visit the company website advertised in the envelope
Valpak direct mail coupon envelope ngagement
The study confirmed Valpak continues to mail to a highly engaged audience. Among the households that receive Valpak, 9 out of 10 (92%) open and look through the envelope, and 81% (up 3% YoY) look at EVERY direct mail coupon inside.
The Valpak audience isn’t just looking at coupons; they’re using them too. Of the households that opened their envelopes, 59% used Valpak coupons once a month or more frequently, and 78% set aside 1-5 coupons they intend to share or use in the future.
Final thoughts
Harnessing decades 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 41 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 marketing 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.
Sources: Valpak® Readership Study, April – May 2025; ANA/DMA Response Rate Report, 41st edition.
