The Envelope: Taking One Step into the Future of the Postal Industry

Recipients of advertising messages want to have envelopes. As the battle for customers rages in letterboxes and email inboxes, the information and media company Nielsen confirms the unique advertising effect of the envelope—even in the digital age. Interestingly, customers expect both the value of a real envelope as well as the individualized approach of an email—while for marketers, if the trend in declining postal volume is to be reversed, direct mail needs to minimize disadvantages in terms of efficiency. TIMOS from W+D (Booth 3601) is the first Totally Integrated Mail Output Solution with a real envelope and marks the beginning of a new era for the postal industry: high-quality envelope manufacturing, individual printing and inserting of envelopes, and readying for dispatch—all in one step.

As the world’s leading technology and system solutions partner throughout the entire mail value chain, W+D has been pursuing its passion for tailored envelope innovations since 1913, the year in which the rotation principle for envelope machines was invented by Alfred Winkler and Max Dnnebier.

 

The printed envelope: the the most powerful medium—even in the

digital age

A recent Nielsen study reveals that the printed envelope represents the most effective mailing option in comparison to email, self-mailers, wrappers, and standard envelopes. It generates the highest recall value. At 84.5%, it has the highest open and read rate of all media. Moreover, the printed envelope clearly surpasses its competitors with respect to its perceived value. No other mailing variation motivates its recipients more to pass on content to friends and acquaintances.

 

The envelope has a future, especially with young recipients

Younger target groups (16–34 years old) assess individually printed, physical envelopes even more positively than older target groups (55–65 years old). 63.2% of “digital natives” admit that email messages simply disappear. Younger target groups want the best of both worlds; a real envelope and the customizable aspect of an email.

 

The envelope: as efficient as an email

For years now, the efficiency advantage of the email has led to declining volumes in the postal industry. For reasons of cost and efficiency many advertisers now focus more upon delivering quantity via emails than quality via direct mail.

“It is imperative to continue to increase the envelope’s impact, while at the same time minimizing the efficiency disadvantages compared to electronic communication: the time-to-mailbox—the time from conception to delivery—is decisive,” says Jochen Engelke, CEO, W+D.

 

TIMOS—Totally Integrated Mail

Output Solution

Since the integration of Buhrs-ITM, the envelope inserting solutions company, in 2010, W+D has been the sole technology and system solutions partner to serve the complete direct mail value chain—from production of the envelope to printing and inserting, and on to dispatch. W+D is launching TIMOS for the North American market at GRAPH EXPO 2012. The world’s first Totally Integrated Mail Output Solution embodies a new dimension for direct mail—individualized, as fast as email, and contained in a real envelope.

“The combination of the ability to individualize and the perceived value of the envelope, together with the significantly reduced time-to-mailbox offered by TIMOS represents an impressive step forward for marketers who want the speed of electronic mail and the proven performance of the envelope—this is the future of direct marketing. The same is true for other W+D technology innovations such as the W+D 234 d, the fastest, industrial digital four-color envelope overprinter in the world,” says Engelke.

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