The envelope. The sports jacket of the direct mail world. Done properly, it can enhance your mailings and increase open rates. Done incorrectly, and it’s a first class ticket to the trash. So this month, our Tip Tuesday is dedicated to giving you some ideas on how to make the most of your direct mail envelope.
If I’ve said it once I’ve said it a million times. Brand your mailings, people. Put a logo in the return address box. Get a stamp with your tagline or motto and stamp the back flap. Put a line of your signature color along the bottom. Anonymous envelopes look like bills and credit card offers. They get thrown in the trash. Let people know who the envelope is from.
In addition to telling people who the envelope is from, you need to tell them why they need to open it. Put a call to action right on that baby. Ask a question. Make a compelling statement. Let them know there’s a free offer inside. Make it short, simple and powerful.
When I was a kid I got quite a bit of personal mail. Birthday cards, postcards from friends, notes from my grandparents. Now, I’m lucky if I get a few Christmas cards. SO, when I see an envelope with a handwritten address, you better believe I open that up. Its usually just a note from my accountant or dentist telling me I need an appointment, but still. Handwritten = open.
Color attracts eyeballs. In a stack of white envelopes, your bright orange one is going to stand out and pique the recipient’s curiosity. While colored envelopes are a little more expensive than white, it is still a very simple and cost effective way to make your mailings unique.