Nielsen Study Proves the Impact and Attraction of the Printed Envelope

Schilling suggests that the Nielsen study shows that if envelope-based communication can manage to combine its high quality with individualization and a reduced time-to-mailbox, it will increasingly be the medium of choice when addressing customers directly.

Speed is a decisive factor.

Recipients of advertising preferred postal mailings with individual advertising in real envelopes. Marketers want effective direct campaigns—high quality, direct and individualized —with a significant decrease in time required from the initial brief to the mailbox: Time-to-Mailbox is crucial for the future of direct mail.