• by Laurie Sullivan , Staff Writer @lauriesullivan, December 7, 2022

Walmart+ in December became the first advertiser to use Valpak’s Premier Plus advertising options, an omnichannel advertising solution that changes the company’s iconic blue envelope into a billboard.

Valpak sent more than 20 million envelopes. The ad featured Walmart+ on the outside of the envelope, as well as an insert on the inside promoting the Walmart+ subscription service.

The data has become critical. Valpak owns its entire data stack, which contains insights at the household level.

“Walmart doesn’t use couponing, because it’s just not their strategy,” says Jay Loeffler, CRO at Valpak. “We do a test group and a hold-out group. Then we manage all orders to see and measure the incremental lift. We measure incremental lift, lifetime value, and more.”

Premier Plus converts the back of Valpak’s envelope into a billboard that receives 100 million impressions across U.S. households, the company said.

“Obviously it’s an envelope that goes out to millions of homes, but it’s really the data behind it,” Loeffler said. “We’ve become a data company. Everything we do now is scientifically driven by our data stack.”

Valpak has data on the number a cars a household owns, whether the family plans to move, where the family is in the process of having children, and much more.

Loeffler also provided more information on Valpak’s data strategy. The company built a state-of-the-art consumer data and analytics platform incorporating thousands of data points across billions of records of internal and external data sources covering such factors as ongoing purchase behavior, property information, income levels, credit worthiness, household size and demographics, and much more.

Valpak can reach any home in the U.S. with the ability to leverage a curated subset of 41 million high-value homes as well as segment and target buyers digitally. The average income of Valpak households is 28% higher than the average U.S. household, the company said.

The technology allows brands to reach specific households both locally and nationally with targeted advertising and offers within its iconic blue envelope. 

Household Select creates the industry’s most cost-effective targeted mail solution. Using predictive analytics, Valpak can reach consumers across a range of factors, such as purchase preferences, buying cycle, household moves, pregnancy, milestone events, like birthdays or graduation and aging into Medicare. Studies show the blue envelope has a 92% open rate.