{"id":19391,"date":"2021-05-27T19:17:54","date_gmt":"2021-05-27T19:17:54","guid":{"rendered":"https:\/\/www.valpak.com\/?p=19391"},"modified":"2021-05-28T15:47:19","modified_gmt":"2021-05-28T15:47:19","slug":"2021-coupon-engagement-survey","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/2021-coupon-engagement-survey","title":{"rendered":"Takeaways From Valpak’s 2021 Coupon Engagement Survey (Infographic)"},"content":{"rendered":"

Reading time: 2 minutes<\/em><\/p>\n

Since 2001, Valpak\u2019s Readership Study has been the consistent consumer engagement survey for The Blue Envelope\u00ae. The results of this year\u2019s study are in \u2013 and they\u2019re too good not to share. Click here<\/a> to jump straight to the infographic.<\/p>\n

The Methodology<\/strong><\/h2>\n

During April 2021, Valpak surveyed consumers residing in Valpak mailed ZIP codes, using the PureSpectrum\u2019s\u00ae Sample Management Platform. Quotas were implemented to ensure a mix of ages, gender, ethnicity and geography. 2,032 surveys were completed for a \u00b12.06% margin of error at the 95% confidence level.<\/p>\n

The Results<\/strong><\/h2>\n

Now let\u2019s 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<\/a> to our coupons<\/a> and neighborhood-targeted<\/a> postcards, we rotate in a few new questions to ask respondents.<\/p>\n

The results of this year\u2019s study, once again, prove the Valpak audience is highly engaged, highly motivated and drive more results for our advertisers!<\/p>\n

Engagement<\/strong><\/h3>\n

The readership study confirmed Valpak continues to mail to a highly engaged audience. Among the households that receive Valpak, nine out of 10 (93%)<\/strong> open and look through the envelope and 82%<\/strong> look at every<\/strong> envelope insert.<\/p>\n

The Valpak audience isn\u2019t just looking at the inserts, they\u2019re using them too. Of the households that opened their envelopes, 65% <\/strong>used Valpak coupons once a month or more frequently. 72%<\/strong> set aside 1-4 coupons they intend to share or use in the future.<\/p>\n

What Consumers Want<\/strong><\/h3>\n

We asked what types of businesses participants would like to see in The Blue Envelope. The top five ranked categories were:<\/p>\n

    \n
  1. Groceries\/Grocery Stores<\/li>\n
  2. Fast Food Restaurants<\/a><\/li>\n
  3. Casual Dining Restaurants<\/li>\n
  4. Big Box Retailers<\/a><\/li>\n
  5. Clothing\/Department Stores<\/li>\n<\/ol>\n

    Final Thoughts<\/strong><\/h2>\n

    Through more than 50 years of direct mail experience, Valpak continues to lead the industry by providing dynamic advertising solutions<\/a> 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\u2019 messages and sending them at the right frequency, we ensure no wasted coverage and maximum ROI<\/a>.<\/p>\n

    If you\u2019re struggling with the best way to market your business, or just want to talk advertising, contact<\/a> your local Valpak representative today.<\/p>\n

     <\/p>\n

    <\/a>\"2021<\/p>\n

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