Add a nice cover to your direct mail package.
The old adage could never be truer: You don’t get a second chance to make a first impression.
If you are considering a direct mail program, your envelope can be that first impression. And making a good first impression is particularly important… especially when you are attempting to attract high-quality, high-value prospects for high-end services or products.
So, when it comes to envelopes and making a better first impression, Rule Number One is use quality envelopes. Yes the envelope will be ripped open and discarded, but don’t play “cheap” with your envelope.
Many cost-conscious businesses want to save direct mail costs and purchase lower cost “utility grade” #10 envelopes –– or use lower quality envelopes that don’t quite match their standard company letterhead, either in quality, whiteness, or touch. Chances are when the envelope looks “cheap,” recipients may not be inclined to open it.
Rule Number Two is avoiding labels. The large majority of direct mailing, 5,000 to 10,000 contacts, envelope addresses are generated using labels, white stock or transparent. While labels could be a time saver, they could also doom your direct mail program. Labels say “Junk Direct Mail.”
However, custom addressing each envelope in such a way that it appears to be a personal correspondence is usually the best approach for ensuring that the envelope gets opened. It increases the likelihood of the letter being removed from the envelope.
Rule Number Three is know when to break away from standard #10 envelopes. There are times when a standard #10 is the only choice. It’s professional… it’s personal… it’s always appropriate.
However, there are times when changing the size of the envelope makes a better first impression. Greeting card-sized envelopes look personal. Jumbo 9 x 12 envelopes appear to contain something truly important. Learn how B2B mailers use the uniqueness of the envelope package to break through the clutter.
Rule Number Four is don’t assume printing a message on the envelope is a rule for all occasions. In certain situations, a printed teaser or message on the outside of the envelope is the power push that’s needed to motivate action and stimulate readership.
In others, it may work against you by if the reader categorizes your mail as Junk! Your market, your audience, your message, and your product and service will tell you if, when, and where to utilize a teaser.
Need more envelope ideas? Read now, “Nine Powerful Ways to Encourage People to Open your Envelopes.” If you need some assistance with an idea, please get in touch. I love to share.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.