Pushing the Envelope
The success of a direct mail marketing campaign depends on a number of factors: good copy, the right paper stock, attractive marketing collateral and more. But of all the components, it's hard to argue that the envelope is not the most important. It is the primary touchpoint, the first, and often only, impression the marketer gets to make with the recipient. It is your direct mail client's one chance to stand out amidst the 523 million mailpieces processed and delivered by the U.S. Postal Service each day.
That makes it critical to choose the right envelope for the job. And while that will vary from client to client and mailing to mailing, it helps to stay on top of envelope suppliers' latest offerings-to know what envelopes work and how to use them. Here are a few examples and ideas to get you started.
#1 Coin Envelopes
From Envelopes.com, Amityville, N.Y.
- Open-end style
- 2.25x3.5" size
- Flap placement on short-side of envelope
"This design makes it easy to fill the envelope without fear that any of the contents will fall out after the recipient opens the envelope," said Erin Richroath, marketing coordinator for Envelopes.com. "The #1 Coin Envelope may be small in size, but it is certainly big in style and functionality. The tiny coin envelopes are available in traditional kraft paper, as well as dozens of bold LUXColors and metallic options. The wide range of available colors expands the creative possibilities. #1 Coins are often custom-printed on and used as packaging for coins, keys, jewelry, small parts, stamps, seeds and favors."
From EnvyPak, Marysville, Ohio
- Stock and custom sizes
- Compatible with a wide variety of insertion equipment
- Polypropylene or bio poly material in multiple thicknesses
"The initial technical requirement for the product to 'lay flat' has facilitated automated assembly in mail and print houses nationwide, allowing for efficient processing of millions of clear envelopes," said Bernhard "Bud" Zuch, president of EnvyPak. "Custom print on the clear
envelope can transform your project from a mail piece into a conversation piece. Truly clever print design will compel recipients to eagerly open your mail the moment they see it."
From Calibrated, a Div. of Ennis, Columbus, Kan.
- Integrated piece can be used as a reveal window or traditional label
- Available in custom size and paper stock
"We have seen this envelope used in many ways, even as an address label for money envelopes," said Richard Miller, general manager for Calibrated, a Div. of Ennis. "The goal with a direct mail piece is to get it opened so your offer can be seen, and the integrated envelope is that successful key to getting the positive response you want. Every piece can be completely customized in size, paper and ink. We are also in the process of creating stock options for an overall cost-efficient, yet distinguishable, mail piece."
SecureX by VersaSeal
From PrintXcel - Clarksville, a Div. of Ennis, Clarksville, Tenn.
- 8.5x14" standard size
- Special die cuts and multiple blockouts
- High security
"SecureX can be used for a variety of different mailings where high security is necessary," said Wade Brewer, general manager for PrintXcel - Clarksville, a Div. of Ennis. "This new product provides that security through multiple blockouts and special die cuts to protect your customers' personal information. It adds the security your customers need while also streamlining multiple processes, and reducing supplies and money waste."
From Navitor, North Mankato, Minn.
- 10.25x15.5" standard size
- Glued or tab mailer styles
- Full-color printing, foil-stamping available
"Personalized portfolios and mailers keep life's most important documents secure and organized, and are perfect for legal, financial and real estate vertical markets," said Milou Francel, marketing project manager for Navitor. "Choose from our complete line of high quality paper stocks and imprint options to create the perfect look for any brand."