Pushing the Envelope

Marketers thoughtfully develop the inside components of a direct mail package. But the best letter, brimming with features and benefits and a measurable call to action, is worthless if it’s never read. The envelope is the key tool that determines whether your direct mail gets opened or tossed.

A poorly designed envelope that fails to motivate the recipient to open it is like mailing money out the door. Carefully consider every element, including physical dimensions, copy, layout, and design.

Anything outside of the standard #10 envelope, either larger or smaller, will set you apart. Make sure the envelope is at least ¼” larger than your largest insert. Steer clear of window envelopes unless it’s the only way to achieve personalization. Smooth, heavier stocks show off your color designs, while textured stocks, such as linen or laid, offer high-end feel. Explore the myriad of options now available.

Technology has advanced to the point that you can place dynamic messaging on the front, back, and even the inside of the envelope. Your copy should provoke curiosity, but not give everything away. The goal is to pique interest so the recipient looks inside, but there should be something more – new information, a special offer – as a reward for opening it.

The envelope should be clean and well-designed, but that means different things to different marketers. Some, concerned that documents with too much visual flair will be dismissed as “junk mail,” choose plain white envelopes imprinted with the corporate logo to lend credibility and seriousness. The other extreme is the marketer who uses starbursts and call-outs that shout, “Open Now!” The best strategy is somewhere in between – a mix of bright colors, interesting textures, vivid imagery and bold messaging to grab attention quickly. While it’s important to keep the design cohesive with your other printed materials, using the same envelope design for multiple mailings may work against you. Even a friendly prospect might assume he’s already heard the message inside.

Personalization increases response rates, whether it’s through variable-data messaging, using a legible script font, or actual handwriting. Postage stamps add another personal touch. An envelope has the best chance of being open if it’s delivered on Tuesday or Wednesday, the lightest postal delivery days. Six weeks seems to be a good interval between mailings – you want to stay fresh in your prospect’s mind without becoming a nuisance.

It is really important to not assume what will work best for your business and test, test, test to be certain. The abundance of creative options makes envelopes a versatile vehicle for presenting your message. Give these precious communication-carriers a try as you plan your next direct mail campaign.

Five Good Reasons to Tap into Print Opportunities

Print versus e-marketing isn’t an either/or choice. Much of what we print is also available electronically. One isn’t wrong and the other right, some information just needs to pace of print. Thanks to innovations in print technology, it has never been easier or less expensive to get high-quality printed materials in the hands of your target audience. Here are five compelling reasons to tap into print opportunities:

1. Cut through the clutter. Remember the days when you opened your mailbox and catalogs, brochures, newsletters and postcards tumbled out? Today there is simply less postal mail, so your printed pieces get noticed. Let the competition fight it out in the Inbox; your will have the prospect’s attention as he interacts with your printed collateral.

2. Add credibility. In a time of economic uncertainty, print collateral tells the reader that your company plans to be around for the long term. Your message is so important it deserves to be preserved in a physical form rather than simply being posted on the vaporous Internet. The consumer trusts that if you put it in print you’re going to stand by your word.

3. Stay connected. Customer retention was the reason targeted mailings, such as custom magazines and newsletters, were developed in the first place. More and more, people are tiring of 24/7 electronic connectivity; so make sure the prospect has your information at his fingertips when he unplugs from digital devices. Print never runs out of power.

4. Print makes sense. You can see and hear electronic messages at the same time; it’s like getting two exposures for the price of one. But what about the other senses? Print is the clear winner in the categories of touch, smell and taste. We like to feel special papers and finishes, and cut out things of special interest and save them or pass them along. Smell, which is handled by the same part of the brain that handles memories and emotions, has been used to create a brand impression for years. Who can pass a scratch-and-sniff insert without scratching and sniffing? And there is no better way to get prospects to taste your product than by mailing a sample to try at their leisure.

5. You can’t hide from print. The same developers who introduced the electronic platforms that have revolutionized the way we deliver our messages are developing technologies to empower consumers to avoid these same messages. Think TiVo and spam filters. The mail carrier, on the other hand, has to deliver your mail. High quality, creative print pieces will capture your target audience’s interest.