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 –
Direct Mail Marketing Envelope 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!”
Use envelopes that are atypical. Let’s start with size – 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.
Direct Mail Marketing Envelope Tactic #2 – Mesmerize with Color
Create a mood with color. Yes, it stands out in a mailbox and has been known to ignite action, increasing open rates. 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.
Direct Mail Marketing Envelope Tactic #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, ignite curiosity and excitement to get your envelope opened!
Direct Mail Marketing Envelope Tactic #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, without giving the fun away:
- 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.
Direct Mail Marketing Envelope Tactic #5: Engage Pros
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 which direct mail marketing envelope techniques have delivered, 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 to create 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.
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