Wow, who knew how much energy, creative thinking and testing goes into an outer envelope. I certainly didn’t. Not until I attended the recent Direct Marketing Association Conference.
Colors, size, construction, format, copy, size of copy … the considerations are many. My personal preference had been to skip the envelope altogether and go with a self mailer. First, your piece is more likely to stand out in the mailbox; and second, you’re instantly a step closer to getting your message delivered.
Not necessarily so, say the experts.
Letter packages get results. But only if the envelope gets opened. Consider these tricks and tips to getting it opened:
- Tease, but don’t spill your guts. Saying too much on the envelope can damage response.
- Watch your words. Using the word “test” got less response than saying “quiz” or “ballot.”
- Live stamps get better response than an indicia, double stamps work even better, but first class does not improve response.
- Official-looking envelopes often pull better, for example, express mail, snap packs, “important information” teasers.
- Post-it notes on the envelope have good results.
- Offers, intrigue and interest are three good OE copy basics.
Subtle difference can make big impacts, so continue to test your OEs to get the best results.
