Envelopes : The Humble Hero of Direct Mail

Posted on Tuesday, September 08, 2020 08:16 AM

Who doesn’t love a good party? 

As we move toward year-end holiday gatherings, many of us look forward to gathering with friends and family. However, a party is only successful if people actually COME, and most people attend for one primary reason -- they were invited!

Attractive Envelopes Invite People to “Come on In” 

The same principle is true in business. 

A mailing is only as effective as its response rate, and an envelope serves as a great invitation to dig deeper. Custom envelopes are a simple tool that dramatically increases reader response. In a world of distraction, envelopes serve as a soft introduction, inviting people to “come on in” and experience more of what you have to offer. Thoughtful, creative envelopes will entice people to dial into (and not discard!) the message you have carefully crafted.

Do you want to expand your business by reaching new prospects? Current direct mail statistics are exciting! The 2018 Direct Mail Association Response Rate Report revealed household list response rates are around nine percent, significantly up from 2017, when it was 5.1%. The prospect list response rate was 4.9%, also showing a significant increase compared to the 2.9% the previous year.

What’s contributing to this spike? Technology. Thanks to technological advancements, mail marketers are gathering more data about consumer behavior. On average, response rates increase by 30% when direct mail is paired with digital targeting. 

When you send mail to people who actually look forward to it, you’ll prompt much greater interest! 

4 Keys to Getting Your Envelopes Opened

When you’re ready to create your custom envelope, here are a few things to keep in mind.

Oversized envelopes have the highest response rate

Larger envelopes prompt a reader response rate of around five percent, the highest of any direct mail format.

When you break from the norm, people will notice. Experiment with a wide variety of shapes and sizes, colors, and textures (linen, cockle, matte, coated, glossy, or metallic). Make your envelope stand out from the other envelopes people receive every day!

Follow the three-second rule

When designing your mailing, remember the envelope has about three seconds to engage readers.

Grab attention with enticing product photos or short teaser prompts (like, “your free gift is here!”). You pay for the whole envelope, so why not use it? Use every inch for impact by including your logo, taglines, or back-flap branding.

Experiment with the “extras”

There are so many ways to build curiosity with your envelope.

Have fun with options like these: 

• Try a peek-through window featuring a color photograph of your product, a membership card, or contest entry form.
• Embellish your envelopes with foil stamping or embossing to feature an anniversary or warranty seal. 
• Drive engagement by using a zip-strip opener, a peel-off sticker, or a pull-off repositionable note to encourage reader retention and reaction. The longer your prospects engage with your envelope, the more likely they will be to open it. 

Put the reader First

When crafting a sales pitch, many marketers focus more on the product than its audience.

But readers are not primarily concerned with how slick your idea is, they are concerned with how great it will make their lives. Envelope taglines or images should concisely present a key benefit your product brings to consumers.

Packaging Matters

Great packaging can increase response rates and enhance emotional connections with your clients. 

Are your envelopes offering people your best? In a world of visual clutter, excellent envelopes are a vital component of every marketing mix. Be sure your envelopes carry a message that’s classy and confident, just like you.