You have a lot of direct mail formats available—postcards, self-mailers, dimensional mailers and, of course, the good old envelope. Many factors from budget and objective to the nature of your offer and audience enter into your format decision. So let’s begin our discussion with when you should use an envelope package.

Four Reasons to Choose Envelope Packages.

The first and most obvious is that envelopes provide an ideal solution when your offer requires more space for multiple components such as a cover letter, brochure, buckslip and reply envelope. After all, something has to keep the components from falling on the ground.

Second, envelopes better accommodate the fact that people buy in different ways. The letter-brochure combo provides alternate ways of presenting information—one more verbal and fact oriented, the other more visual.

Third, real people send things to real people in envelopes. Recipients feel more catered to when they receive an envelope package—especially a personalized one—and that’s essential in today’s marketplace.

Fourth, envelopes tend to look less promotional than postcards and self-mailers, so they have the ability to lift you above the marketing fray with a classier presentation.

Then There’s the Offer Thing.

Some types of offers just beg for an envelope. After analyzing lots of tests and studies, most direct marketing authorities consider envelopes more effective for these types of offers:

• Financial products—loans, credit cards, securities, insurance
• Magazine and newspaper subscriptions
• Continuity/membership clubs
• Charitable solicitations
• Professional services
• High-ticket consumer goods
• Technology products
• Telephone services

But perhaps the most important and often overlooked reason to use an envelope is that it can contain a letter. A real, honest-to-goodness personal letter. Oh, I know we don’t write so many of them anymore, but that’s not because they don’t work.

If fact, letters are incredibly powerful either as a standalone component or as part of a package. Many direct mail authorities still believe that a letter is the most important single element in a direct mail package. And many tests show that letters can hold their own or even exceed the performance of postcards and self-mailers.

Consider including a letter when your message needs to:

• Come from one person by name.
• Be addressed to an individual by name.
• Requires added credibility or confidentiality.

And the more personalized you can make the content, the higher the letter’s impact will be.

Sealing It Up.

Well, I suppose I digressed a bit from envelopes. But perhaps it highlights the most important point of all. Nothing really stands alone in marketing. We talk about integrated media while sometimes forgetting the integrated relationship of components within a single element like a direct mail package.

Now about that envelope….

By Larry Bauer

Want Expert Advice?

MondoVox Creative Group can help you develop direct mail packages that result in sales. For more information, email Julia Moran Martz.

You can connect with Julia Moran Martz on LinkedIn. Or follow her on Twitter.

Creating effective envelopes doesn’t necessarily mean spending a lot of money. To the contrary, it means understanding your audience and offer and then creating an appropriate fit. Here’s how to ensure that recipients welcome your next envelope package.

Do

• Ensure your envelope is at least ¼” larger than the inserts.
• Put your company name on the envelope if you’re confident it will cause a positive reaction from recipients—otherwise leave it off.
• Match images, graphics and copy appropriately to your audience.
• Use postage stamps if possible, especially for small mailings or anything that requires a personal touch.
• Use metered mail as a second choice, but avoid the dreaded indicia—studies show that Fortune 500 companies route 30% of Standard Mail to the wastebasket immediately.
• Personalize—that can mean anything from variable-data messaging to using a legible script font or actual handwriting—non-profits read this again.
• Include teaser copy that is compelling, intriguing and invites curiosity.
• Test envelope color, size, style and paper—differences might attract people who pitched a mailing before.
• Consider an enclosure that creates an envelope lump—people can’t resist them, but be aware that it will add to postage costs.
• Play the angles—an angled teaser line or even a slightly angled stamp can make your envelope get noticed.

Don’t

• Use form letter or bill formats—they typically either get tossed or put with the bills.
• Use a window envelope—possible exceptions are if it’s the only way to get killer personalization inside or if it’s a full view that shows a compelling graphic.
• Put your offer on the envelope—especially to a cold list.
• Underestimate the power of envelope tone—official, fun, etc.
• Neglect to plan well in advance if you want to use a specialty envelope—custom envelopes take longer to produce.
• Address your B2B mail to generic titles if at all possible—nothing screams mass mail louder than generics.
• Skimp on any element of address accuracy—Cathy with a “C” might tune you out in a heartbeat if you spell her name with a “K.”
• Dupe recipients into thinking your envelope contains something it doesn’t—tone needs to fit the actual contents.
• Use statements like “Open Immediately”—see above.
• Forget to order 5–10% more envelopes than you need—you’ll likely lose some in setup.
• Time your mail to arrive on Monday, the heaviest mail day of the week—aim for Tuesday, the lightest day, or Wednesday, the second lightest.

By Larry Bauer

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