2024 Direct Mail Statistics │ Valpak Survey Results


2022 direct mail statistics valpak survey
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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 2024, 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. 2,027 surveys were completed for a ±2.06% margin of error at the 95% confidence level.

Direct Mail Engagement & Coupon Usage

image of readership study age and income results

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:

  1. Groceries or grocery stores
  2. Fast food or quick-serve restaurants
  3. Sit-down restaurants
  4. Big box retailers (e.g., Walmart, Target, etc.)
  5. Clothing or department stores
  6. Entertainment
  7. Beauty supplies or services
  8. Pet care products or services
  9. Automotive sales or service
  10. Medical or health & wellness
  11. Specialty retail (e.g., florists, jewelry, greeting cards, etc.)
  12. Ecommerce (online retailers)
  13. Furniture or home stores
  14. Home services or remodeling
  15. Banking, financial services or real estate

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%.

  • 36% of survey respondents have purchased from a website as a result of receiving a direct mail ad
  • 54% also agreed that Valpak specifically influences them to search online for businesses or products advertised in the envelope

Valpak Direct Mail Coupon Envelope Engagement

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 2024; ANA/DMA Response Rate Report, 41st edition.