December 20, 2018
Your envelope has one goal: to get opened. The outer envelope is just as important as what is inside the envelope. Here’s a few key things to consider:
- Customers make a subconscious judgment about a direct mail piece within 90 seconds of initial viewing.
- 60-90% of this assessment is based on color. Adding full color increases response rates by 45%.
- Using color creates a more “exclusive” look. Branded, well-designed and informative envelopes add to the value of the piece.
- 84% of consumers say color is the primary reason for buying a product.
- 80% believe color increases brand recognition.
- Incorporating special varnishes or uv and foils can create an impact.
- Incorporate interactive elements, different textures and new design ideas to add a sense of discovery to the experience.
Shapes and sizes:
- An unusual shaped envelope is not a guarantee for success but will improve your chances of getting opened.
A few other hints that can help you get past the gatekeeper and into the hands of your targeted audience:
- Teaser copy
- Direct call to action such as “Don’t miss this sale”
- An image of your product
- A deadline
- Heavier paper which is often associated with higher quality and upscale brands
- Zip-strip opener, peel off sticker or pull off post-it note
- Non-standard window
We also wanted to share a unique envelope that recently arrived in our mailbox from XM radio.
Notice the embossing on the envelope which gave it a very interesting look and feel. Great job by XM Radio to try something different to attract consumer’s attention.
Experiment with the ideas above to best suit your product/service as well as your targeted audience. Don’t let your envelope be an afterthought!