Vol. 8 No. 1

Open the envelope... please

This Envelope Jet Press at A.M. Mailing sets up fast for quick turn one or two color envelope printing.

Have you ever wondered why so many direct mail envelopes never get opened? Your carefully worded letter, well-crafted brochure and painstaking reply form, may never see the light of day!

The envelope is the most important element of the mailing package. It’s your first impression. If it doesn’t get opened, all your other efforts on the inside are for naught. The creation of a mailing package should always start with the envelope. Choose the size, the shape, the color, a message and then design inserts to fit.

You’ve got just three seconds before your envelope gets sorted into pile A (important stuff), pile B (stuff that can wait) or the trash. Let’s explore some ways to get your envelope into pile A.

Design the envelope for eye flow. There are five hot spots on the outer envelope.

1. Name and Address - The first thing a recipient will look at is their name. Is it spelled right? Got the right address? You could make there name stand out by using an attractive font or color inkjetting.
2. Teaser - Next they want to see who sent this. Stop them with a teaser. Write a teaser that grabs attention, implies a bargain, creates curiosity or builds a feeling of urgency. Put it near their name. Urgency works well with consumers or professionals.
3. Corner Card – Test various approaches to the corner card/return address. If the recipients know you…include it. If you’re not sure or you’ve bombarded them with other direct mail offers, leave it off. The company name isn’t required (except on non-profit, First Class or company permits). Leaving off the return address can create curiosity to open the envelope.
4. Postage – Finally people look at the type of postage and how it is applied. Try an unusual indicia design, metered postage or live bulk stamps. They will all increase response. Print FIRST CLASS on the envelope (when mailing First Class rate) so the recipient knows the contents are important.
5. Back Teaser – The last thing most people will do before opening the envelope is turn it over. Usually it’s blank. What a surprise they’d get if you printed more reasons to open it now!

Try testing the envelope itself. The #10 is the most common envelope used. Maybe a smaller #7 or a stretch #14 will stand out more. Change the color of the envelope to a Brown Kraft or maybe yellow. Many mailers have successfully revived a worn out control mailing by simply changing the envelope color. Make sure the color doesn’t prohibit scanning of the barcode at the post office though.

Intrigue recipients with windows. A window envelope often out pulls a closed face envelope. Try extra windows to allow a message or photo to show through.

Make the envelope interactive with a sticky note or a piggyback label. The post office allows a Post-Note message to be applied to the outside of a bulk mail envelope. It could be used for a web site or an 800 number. If the recipient peels off a label you’ve already kept them involved for more than three seconds. They’ll probably open your envelope.

Always include an envelope test with every mailing. By clothing your same old package in a new envelope, you’ll reach some new folks. They may have seen the old envelope version and never opened it. Your test might beat the control package. You’ll have a new control envelope with minimal extra expense.

NOTE: Manufacturers of paper and envelope stock have increased prices three times in the last year. A.M. Mailing Services purchases envelopes in large volume at very competitive prices. We pass these savings on to our customers . Request our Envelope Price Guide for 1 and 2 color #10s, #9s and 6x9s. Call 608-884-3452 or e-mail info@ammailing.com.