Advertisement

12+ Tips for Creating Engaging Envelopes

by Pat Friesen December 15, 2011
1
Get the Flash Player to see this rotator.
 
For those of you who aren't direct mail writers or designers, you may not realize the range of response-influencing decisions that go into creating effective envelopes — outer and reply envelopes.

If you're an approving manager or someone who gives creative input, you need to understand how envelope copy and design work together to get mail pieces opened. Here are some 12 things to consider:

1. Size: Your OE (outer envelope) doesn't have to be a standard size. While it may cost more in postage to mail a non-standard envelope, this could be your best investment for standing out in a stack of predictable #10s or 6" x 9"s.

2. Shape: While the USPS prefers standard rectangular envelopes, a square or odd-shape may be just what it takes to reinforce your brand or offer message. Again, think of it as an investment. Check your mail and the Who's Mailing What! Archive for examples of OE controls in non-standard shapes and sizes. 

3. Color: If you've already got a winning control OE and you're looking for a simple test to bump response, test color. Keep everything else about the mailing the same. If it's white, make it blue. If it's blue, test a color that reflects your brand. In the case of Southwest Rapid Rewards, you always know a mailing is from Southwest — no matter the size or shape — because of the bright yellow-gold color (see picture above).

4. Texture: Textured OEs have a tactile advantage because they both look and feel different. If you don't have the budget for textured paper stock, use a varnish or printed faux finish.

5. Teaser: Like an email subject line, OE teaser copy is an enticement. Use it to dangle a major benefit, establish a deadline, or ask an intriguing question with the answer inside. Like ad headlines, teasers are something to test.

6. Variable data/personal relevancy:
You can now individualize outers with more than just name and address. Consider using variable data printing to customize both copy and images. This could include offers, deadlines, teasers and even images of products and people uniquely relevant to the recipient. Check with your vendors to see what's available for both traditional and inline outers.

7. Back flap: Use the back flap for your return address or call to action. Add a zip-strip involvement device with a call-to-action.
 

Companies Mentioned:

1
 
 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

MORE ON DIGITAL PRINTING >>

FROM THE BOOKSTORE

This book shows how marketers and brand managers can react positively to changes in consumer behavior, building customer responses and loyalty via the full spectrum of digital media. With separate chapters on: The remaking of marketingThe rise of the digital brandConversion optimizationm commerceSearchability in a multi channel world and more Multichannel Marketing Ecosystems Creating Connected Customer Experiences

This book shows how marketers and brand managers can react positively to changes in consumer behavior, building customer responses and loyalty via the full spectrum of digital media. With separate chapters on:
The remaking of marketingThe rise of the digital brandConversion optimizationm commerceSearchability in a multi channel world and more...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

MORE ON DIRECT MAIL >>

FROM THE BOOKSTORE

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW