If you've ever put a direct mail campaign together from start to finish you know the blood, sweat and tears that goes into the process. From strategizing on the audience, to picking a paper stock, to stressing about the components color matching during production, you strive for perfection. But once your direct mail package has made it through production and the mail processing now your challenge is to getting your package opened by your audience. Let's talk about ideas to get your envelope opened:
Postage - How you apply postage to your direct mail piece can help or hinder your response rates. Indicia’s can make it blatantly obvious that this is a solicitation. Meter postage is another form of postage that might not be as obvious because it looks like the post office placed it on the mail piece during their processing. Stamps usually perform the best in terms of eliciting a response.
Windows - Window envelopes are usually a less expensive option for processing your mail as you don't have to address your outside envelope. There are many types of windows to chose from - standard, double windows, windows without patches, and special window sizes that allow images or copy from the package to be visible to the recipient. Here's a unique way of using a standard window and also shows a bit of the inside package to cause intrigue.
Stock - The type of paper or color of paper that your envelope is made from can also affect responses. The sample of the window envelope above uses a green diamond boarder that gives the feel of importance to the mailing. The sample below is of a brown kraft envelope that provides a different look and feel than your standard white wove envelopes.
Address Fonts - If you've decided to go with a closed face envelope and print the address on the carrier itself, then you have the option of how that address will appear. What font will you pick? What color will the address be printed in? I'm a fan of handwritten fonts in blue. The package below uses a handwritten font but is still readable.
Envelope Size - Unique package sizes can help increase your chance of getting opened. We're used to the standard #10 envelopes delivering invoices, renewals and solicitations. You may want to break out of the mold and try a smaller carrier that looks more like an invitation or perhaps you want to demand attention and supersize your mailing in a 9 x 12 envelope.
Teasers - The use of teasers or lack thereof could influence your recipient when he or she is deciding whether to open your mailing. Teasers can add a call to action and encourage your reader to "open now." Some teasers can alter the perception of your package like, "personal information," "confidential," or "deliver by x date." You also have the option of not including a teaser which can sometimes force your reader to open the package to learn what's inside.
Return Address/Corner card - Return addresses can be omitted in some circumstances for standard and first class mail. For example if you use a pre-cancelled stamp for postage or if the mailing is endorsed for any return services. The window sample above is a great example of how to be discreet with their "Corporate Office" return address. Other ideas include printing several version of envelopes with addresses or specific individuals within the organization that might resonant more so than using a generic version.
Of course all of these ideas are tied to a cost. You'll have to weigh the costs with the potential results to determine what's best for you and your budget. My last piece of advice is to run a test when using any of these ideas and always have a control package!
