{"id":22695,"date":"2025-07-17T19:30:35","date_gmt":"2025-07-17T19:30:35","guid":{"rendered":"https:\/\/www.valpak.com\/?p=22695"},"modified":"2025-08-05T16:48:22","modified_gmt":"2025-08-05T16:48:22","slug":"2025-direct-mail-statistics-valpak-survey-results","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/2025-direct-mail-statistics-valpak-survey-results","title":{"rendered":"2025 direct mail statistics \u2502 Valpak survey results"},"content":{"rendered":"\n

Reading time: 5 minutes<\/em><\/p>\n\n\n\n

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<\/a> and business postcards<\/a>). Click here<\/a> to jump straight to the infographic.<\/p>\n\n\n\n

Direct mail survey methodology<\/h2>\n\n\n\n

During April – May 2025, Valpak surveyed consumers residing in Valpak-mailed ZIP codes, utilizing the PureSpectrum\u00ae Sample Management Platform. Quotas were implemented to ensure a mix of ages, gender, ethnicity and geography. 2,018 surveys were completed for a \u00b12.07% margin of error at the 95% confidence level.<\/p>\n\n\n\n

Direct mail engagement & coupon usage<\/h2>\n\n\n\n

At the industry level, direct mail engagement and influence remain strong, as does consumer enjoyment in receiving direct mail. 71%<\/strong> 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.<\/p>\n\n\n\n

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%<\/strong> of all respondents across age groups and incomes indicated monthly (or more often) coupon usage.<\/p>\n\n\n\n

\"graphic<\/figure>\n\n\n\n
\"graphic<\/figure>\n\n\n\n

Top 15 most requested direct mail coupons<\/h2>\n\n\n\n

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:<\/p>\n\n\n\n

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

    Direct mail influences online shopping and internet search<\/h2>\n\n\n\n

    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%.<\/p>\n\n\n\n