Inkjet & Digital Printing

Valpak to reach 3+ million more households starting in November

Monday 17. September 2018 - Valpak, a leader indirect marketing, is excited to announce a nationwide expansion and will begin distributing its iconic Blue Envelope of savings to 3 million more homes in November across 158 local markets. These homes will have a more rural profile but will still follow the same demographic audience selection that Valpak has perfected over the years.

Valpak currently mails its monthly envelope of savings to nearly 37 million homes in 46 states and three Canadian provinces. Many of the additional 3 million homes are located near Valpak’s current mailing areas. Among the new cities it will reach are New Orleans, LA; Fresno, CA; Little Rock, AR; Jacksonville, FL; El Paso, TX; Columbus, GA; Chattanooga, TN; and Fort Wayne, IN.After the November mailing, these homes will receive their Valpak envelopes about every quarter in 2019 — March, June, September and November.
The expansion will give Valpak partners and advertisers the opportunity to reach more upscale socio-economic shoppers with their ads and offers. Valpak consumers are educated professionals with discretionary dollars to spend — the average Valpak household income is 33% higher than the U.S. average. Valpak can target specific households based on purchase behavior, income or demographic.
Homes that receive Valpak are a highly engaged audience. A June readership study showed that among the households that recall receiving Valpak, 92% opened and looked through the envelope. Plus, 85% of that same group said they looked at every insert.
Mike Davis, Valpak CEO & President, said this about the expansion: “This is our second strategic move this year to expand our U.S. circulation. First, we added a high-end new product, Luxe, which started with a desired customer segment and backed into the end-consumer demographic to target. This latest increased household circulation is a perfect complement to our already 37 million household monthly distribution and most importantly, will serve our national (SKUlocal) and local clients’ needs. This circulation enhancement aligns very much with the current and sought-after Valpak demographic.”
The additional Valpak mailings will include the chance for consumers to win randomly placed $100 checks in their envelope. This is a 2018 nationwide program that’s been popular with Valpak customers as the company celebrates 50 years in business.