Creating Opportunities with Envelopes
It’s the most basic wisdom in direct mail: You either get the recipient to open the envelope, or you’ve lost your opportunity. And what’s on the outside of the envelope makes a big difference in this split-second decision. According to CRMTrends, the outer envelope affects at least 10% of the consumer’s final choice on whether to respond to the offer … even after the package is opened! What the envelope “says” — both visually and verbally — is a critical success factor.
Many printers find that the envelope is the last thing customers take into consideration as part of their direct mail package. You can take the lead: Show your customers all of the possibilities to ramp up their potential for success. Color is an easy and effective solution. Envelopes stocked in rich colors, fibered shades and distinctive textures are available at MohawkPaperStore.com for quick turnaround (plus samples to show your customers). Custom envelopes can be manufactured in any Mohawk paper, in any standard or special size.
Test, test, test
In direct mail, you can’t assume you know what will work. Testing is the gold standard, and digital printing makes testing easier and more economical than ever before. Test a range of envelope colors and sizes. Test a provocative statement or graphic. Show your client how to employ different envelope solutions in the package, and help the customer monitor the effectiveness of each. Look to achieve the highest response rate for your client’s project with well-thought-out solutions.
Who’s doing mailings nowadays, and why?
Here are some of the reasons companies and organizations are constantly developing mailings. Does this shout opportunity to you?
• Fundraising (colleges, museums, nonprofits, healthcare)
• Recruiting (colleges, universities)
• New product introductions
• Announcements and invitations
• Memberships (sports clubs, other organizations formed around hobbies or interests)
• Collecting data (virtually every organization does this to some degree)
If you’re going to talk the talk …
What have you mailed out lately? Capital Printing Corporation developed a direct mail piece to introduce new Forest Stewardship Council and Sustainable Forestry Initiative certifications and announce that part of their plant had been converted to green power. According to Debra Rizzi, Rizco Design, the brown-bag kraft envelopes — earth hued and organic in feeling — set the tone for the mailer. The tri-fold brochure inside featured an origami heart, tree and windmill, with info on printing and the environment, as well as a patterned sheet with directions on how to use the sheet to make origami. It adds up to a nice leave-behind with a strong message — and it all starts with the envelope.
The role of the envelope goes beyond getting a direct marketing package to stand out in the mailbox. You have only a split second for the recipient to decide to open your package. Make the envelope be the piece that drives the action. Get more information on custom colors, sizes, and shapes of envelopes here.
TIPS for generating envelope opportunities
- Showcase envelopes in your own promotions.
- Test envelope shapes, graphics and colors.
- Provide mailing success stories with background information and data.
- To generate interest, try putting your customer proofs in colored envelopes.
