5 “Open Me!” Tactics for Direct Mail Marketing Envelopes
The magical potion that Alice in Wonderland consumes to begin the once-in-a-lifetime adventure said, “Drink me.” As the magical potion, your marketing offer can start a life-changing journey for your customer. That’s why your direct mail marketing envelopes should say, “Open me.”
Arguably, envelopes are the most overlooked direct mail marketing element – yet they play a pivotal role. Your envelope can say, “fun,” “mystery,” ”sophistication,” and can pique a viewer’s interest. Here’s how to leverage their unmistakable allure –
Tactic #1 – Size Matters
When most folks think about envelopes, their minds turn to a plain, white business-size envelope with or without the cellophane window, typically used to send invoices. These types of envelopes DO NOT say, “Open Me!”
In terms of direct mail sizes, use atypical large envelope sizes. Larger envelopes get a better response rate than postcards and standard-sized envelopes. Because they attract attention and sometimes create curiosity, oversized envelopes have the greatest response rate with 6.6, with postcards getting a respectable response rate of 5.7%. The average email click-through rate is about 2.6%.
If you use a large envelope, your mailer must fit the larger size, otherwise, it creates an unfavorable impression of your business. And larger or oddly shaped envelopes cost more to mail. If oversized mailers and envelopes don’t align with your brand or budget, consider using 9X12 envelopes to stand out.
Tactic #2 – Mesmerize with Color
White envelopes are boring. Try using an eye-catching color or a color that matches your brand. Colored envelopes are 20% more likely to be opened than white envelopes.
You can even use color on your envelope marketing to create a mood. Not only does color stand out in the mailbox, but you have the opportunity to influence how your customers and prospects respond to your direct mail marketing envelope:
- Red – Conveys excitement – often used for limited-time sales
- Green – Calmness, nature, growth – can inspire trust
- Blue – Experience, strength – offers a sense of security
Keep in mind that dark colors make logos and printing more difficult to read – stick with lighter colors.
#3 – Ignite Action with Offers
The face and back of an envelope are useful for more than addresses and postmarks. Create an added incentive to open your envelope by adding an intriguing line on the outside of the envelope, like:
- Hurry! Limited Time Offer Enclosed
- You’re one of a few to get this special offer.
- This preview is just for you …
Entice customers and prospects with a few choice words that generate excitement and ignite curiosity to get your envelope opened!
You can also ignite action using envelopes with QR codes. This strategy combines online and offline marketing and helps to drive traffic to your website. An appealing offer paired with a QR code can get customers to engage before they even open the envelope! And don’t forget to include a powerful call to action on your direct mail envelopes.
#4 – Create Curiosity
The examples above definitely create curiosity about what’s in the envelope – but you can also do that with other elements, including:
- Clever graphics and images
- Make it look like a personally addressed envelope
- Tease, tease, tease
The last item is about creating fun, even flirty relationships between your brand and your customer. You could include a short teaser that hints that there’s something fun inside. Here are some of the best direct mail envelope teasers:
- You’ll love what’s inside…
- Excitement awaits…
- Can you stand not knowing what’s inside?
- Shhh! It’s a Secret >>
Of course, the tactics have to fit your brand, so if you are an investment firm you may want to be more professional in your approach.
Tactic #5: Engage the Direct Mail Marketing Experts
If you don’t want to spend time and money on costly re-dos, hiring direct mail professionals can save you time and money. Seasoned pros can tell you techniques for direct mail envelopes that work, suggest cost-saving hacks that still get results, and make recommendations for ongoing campaigns that pay off year after year.
Although technology has made direct mail marketing more affordable, who wants to spend more when they don’t have to? When you rely on a direct mail marketing professional, you can spend your time doing what you do best – running your business.
Engage a direct mail marketing firm with more than 20-years of expertise, like One Stop Mail for creative marketing envelopes and profitable direct mail marketing campaigns.
With list experts, graphic designers, writers, printers, and more on staff, the One Stop Mail team can take your campaign from conception to distribution.
Get a quote online or contact us at (602) 223-3003.
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