Author: advdirectinc

Every envelope has a “make it or break it” moment for effective communication. That moment is determined solely by the recipient’s reaction to the design of the envelope. How often have you pulled mail out of your mailbox only to immediately begin throwing items in the recycle bin? What were the key indicators that helped you identify the piece as unsolicited mail? For me, those indicators are non-personalized, plain or boring design, and whether or not it clearly shows who is the sender.

There are some really beautiful designs I’ve come across in my time that never received their full potential because the designer or marketer failed to do their homework. Actually, most designers think of the envelope as an after-thought. They focus all of their attention on what is going inside the envelope, and then slap a logo and a return address on it and call it a day. Opportunity lost. In today’s marketing environment, direct marketers must find ways to stand out in the mailbox. Here are a few ways to help increase your response with direct mail:

1. Always keep the call to action on top. The call to action is the most important element on any direct mail piece. Make sure it is easily seen and read. And take it a step further to make it something unique instead of a tired old message like… “Call us today!”

2. Multiple or large windows can work in your favor. This option is often overlooked. Multiple and larger windows allow the sender to personalize the message on the letter that shows through the window, and not have to version the envelope.

3. Personalize. More than once if you can. It is a proven fact, time and time again, that the more personalized direct mail is, the higher response rates are.

4. Don’t shy away from bold color. Most envelopes are white, and in a sea of white… bold colors really grab a person’s attention.

5. Design the back of the envelope too! There is a 50% chance that your piece will land right side up, and a 50% chance that it won’t. Don’t miss the opportunity to make your message seen!

6. Be unsual. There are so many options these days with direct mail. There are clear envelopes, non-envelopes, knockout envelopes, readymade envelopes, colorful envelopes… or even… no envelope to name a few. I wouldn’t recommend not using an envelope for confidential information, however.

7. Above all… design the envelope FIRST. Give it just as much attention and energy as what it contains.

When you are unsure of what will work for your message, simply remember to “test it.” At ADI, we recommend to test as much as possible. The market is ever changing making no guarantees with this medium. So, test, test, and re-test. But most importantly… Don’t forget the envelope.