When it comes to direct mail, there is a large amount of accumulated knowledge to help you realize the most from your mailing efforts. So the question arises, does experience show that a direct mail envelope really matters?
If you just think of them as only the “receptacle” for your mailing, you miss out on an important marketing element. Consider your own mailbox. It’s pretty easy to sort through a pile of mail and immediately categorize what’s there. Bills go in one pile, junk mail in another, and then you occasionally come across one piece of mail that you just have to open because it intrigues you. An envelope is your first exposure to your customer. You want them to open your mailing.
When you compare the latest research that compares direct mail to email, you find that direct mail can deliver upwards of ten times the response rate.
– Jeff Fahn, Vice President, Sales, Response Envelope
Studies show that your envelope choice directly influences your “open rate.” Your direct mail campaign could include the greatest offer ever presented, but if the envelope doesn’t motivate the recipient to open it, your efforts are wasted.
Direct Mail Envelope Best Practices:
Here are some Tips and Tricks for getting your customers to open your direct mail envelope:
- If the mailing comes from a trusted company, such as a bank, or major generally all you need is a plain white #10 envelope featuring the company logo.
- All envelopes that read “Private & Confidential” or “Time Limited Information” can motivate readers to take a look at the content. A word of caution – keep it honest and don’t oversell the prospect. You don’t want it to come across as “sales-pitchy.”
- Personalization helps! Envelope personalization remains one of the most important ways to garner increased readership of your offer. It often leads to an increased response rate.
- Larger envelopes with windows that offer glimpses of a colorful brochure entice the recipient to want to find out more.
Other types of direct mail envelopes include an involvement device. Pull tabs encourage action by the customer. Who can’t resist “pulling the string”? Once you engage, then they are almost sure to continue further by pulling out your mailing.
3 Key Factors Influencing Your Direct Mail Campaign
At Mail Manager, we recognize three key factors that help you get a measurable response rate from your direct mail program:
- Your Mailing List
- A Compelling Offer
- Engaging Copy and Design
However, it is the lowly envelope that makes the difference to the readership numbers, resulting in the type of powerful response advertisers hope to achieve.
Contributions to this article were made by Jeff Fahn, Vice President, Sales, Response Envelope.