Industry Reports and White Papers

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Mailing Industry has Strong Impact on U.S. Economy

The 2015 EMA Mailing Industry Job Study was presented by the EMA Foundation’s Institute of Postal Studies.  This study reveals the Mailing Industry’s strong impact on U.S. employment rates and economy overall (e.g. the Mailing Industry is so large that it compares in size with key industries such as Airline and Oil and Natural Gas).  The study also presents research on job decline trends of three main groups within the Mailing Industry, coupled with growth trends for sales revenue across these same three segments.  To learn more, download the full study here.

Direct Mail Offers Measurable Results

InfoTrends, a leading worldwide market research and strategic consulting firm for the imaging, document solutions, production print, and digital media industries, presented how the envelope is integral to the direct mail campaign at a recent Envelope Manufacturers Association conference.  The presentation provides research supporting that direct mail should be personal, relevant, engaging, omni-channel and of high quality.  Specifically, using data analytics to produce digitally printed direct mail will continue to be a growth opportunity for organizations.  Click to view or download the presentation for full details.

Media Usage Survey 2016 by Target Marketing

Every year, Target Marketing Magazine performs a comprehensive study of their readers regarding how they’re allocating their marketing budgets. This year’s study included readers of Target Marketing magazine, as well as subscribers to Total Retail and NonProfit Pro. Key findings include:

  • Overall Budgets: Compared to last year, more marketers are increasing budgets (37 percent, compared to about 31 percent in 2015).
  • Direct Mail: Twenty-five percent are increasing spending. Forty-four percent are holding steady. That means 69 percent of users are holding mail spending steady or increasing it. From the article: “When direct mail service providers say, “Mail’s in the mix,” this backs that up. The channel has a role, and our respondents are employing it.”
  • Best Marketing ROI: When asked what methods provide the best ROI, direct mail came in a strong second for BOTH acquisition and retention after email.

More information can be found in the entire article here.

USPS 2016 Promotions White Paper by Tension

The USPS 2016 Promotions and Incentives have been designed to create excitement about the mail, keep mail relevant and help reward you — innovative mailers who want to meaningfully connect with your customers via the mail. This year’s promotions focus on providing marketers with the opportunity to further engage customers with the envelope and mailpiece. Promotions range from using dynamic color and new print techniques to integrated mobile technology. This white paper helps you navigate some of the complex requirements to better understand how you can take advantage of these money-saving promotions.

Office of Inspector General (OIG) Report "Enhancing the Value of Mail: The Human Response" Confirms That Physical Ads Leave a Longer Impact on the Brain Than Digital Ads

The results of the study showed that participants processed digital ad content quicker faster than paper ads. However, participants spent more time with physical ads. When viewing physical ads, participants had a stronger emotional response and remembered them better. Physical ads, though slower to get one’s attention at first exposure, leave a longer lasting impact for easy recall when making a purchase decision. Most importantly, physical ads triggered activity in the area of the brain (ventral striatum) that is responsible for value and desirability for featured products, which can signal a greater intent to purchase. Click here for the full report.

Office of Inspector General (OIG) Report "Will the Check Be in the Mail? An Examination of Paper and Electronic Transactional Mail" Further Proves Customer Preference for Paper Billing

The utility company’s billing data revealed that 91 percent of customers chose to receive their bills by mail despite a clear preference to pay bills online. Even among the utility’s newest customers — those expected to be more digitally savvy — an average of 89 percent opted to have their bills mailed to them. Click here for the report.

Office of Inspector General (OIG) Report "Enhancing Mail for Digital Natives" Says Digital Generation Sees Value in Mail

The USPS Office of Inspector General (OIG) issued a report this month indicating Digital Natives continue to value hard-copy mail and the USPS. The OIG commissioned focus groups made up of Digital Natives (ages 16-25) to understand their current uses and perceptions of physical mail.

Digital Natives are also very interested in receiving packages and show high interest in enhanced technology mail, but they have a lower tolerance for untargeted ad mail. Study participants reported feeling emotional attachment to the physical mail that they don't have with electronic communications. 

National Survey Finds Americans Strongly Favor Paper Options

Consumers for Paper Options, a coalition of individuals and organizations advocating for the right to paper-based communications, commissioned InfoTrends to survey more than 3,000 adults and analyze the results. The survey specifically studied attitudes toward efforts by the government and private sector to transition consumers to digital formats, while eliminating paper formats or charging fees for paper communications by mail. The survey found overwhelming evidence that most Americans disagree with this trend. View or download the study for full details.

How To Create Successful Direct Mail Envelopes

This white paper from Tension Corporation provides direct mail managers, writers, designers and creative directors with tools for creating successful outer envelopes (OEs). These are envelopes that will help you increase response, beat your control, and generate a positive return on your direct mail investment. Click here to read the white paper.

Two Sides Explodes Myths and Sets Out Facts About Print Media

Two Sides is a global initiative to help people gain a better understanding of why Print and Paper is a versatile and sustainable communications medium. Myth busters, white papers, and general information can be found at their website, www.twosidesna.org.