Tips for creating engaging envelopes

By Pat Friesen

10 Envelope Tips

Use a double window. A second window can include a “Respond by” date, a signature or an offer. It makes the envelope more intriguing and more likely to be opened.
Use a larger window. We’ve used it for UpToDate and also First National Bank. For each, the return address from the letter shows through, which allows you to version each letter without going to a lot of extra cost.
Use a window with a color tint. We’ve used both yellow and red, sometimes tinting the cellophane, sometimes just using color on the window to give the appearance of a tint. It makes the envelope stand out more.
Use highlighter on the envelope. It captures the eye and dramatizes an important point—such as the response deadline or text like “Personal & Confidential.”
Put a privacy message on the envelope. People are concerned about privacy, so reassure them before they open the envelope. The message can be identical to the privacy message on your emails or website.
Rotate your outer envelopes. The second or third time I see your envelope, I already know what’s inside it. Take your control letter, brochure and offer and put them into a different envelope. Change it regularly. You’ll get more people to open it.
Put a label on it. The control for The Wall Street Journal uses a larger, glorified address label with its logo on it. So do the controls for other businesses. We’ve also successfully tested labels with offers on them, or even the copy line “Important Information.”
Stamp your outer envelope. Almost any message will do, provided it looks like it was stamped before delivery. You could test “Received” or “Urgent” or even “For Address Only.” I recommend all caps and red.
Test a vellum or plastic envelope. Just make sure your advertising message doesn’t show through. Otherwise, there’s no reason for the recipient to open the envelope.
Bulk up your envelope. Anything that makes it look bulkier will increase your opening rate. One bank used a crumpled up dollar bill with the message, “If your business cash sits in a typical checking account, it’s just like throwing it away.”

By Alan Rosenspan

About the Author:
Alan Rosenspan is president of Alan Rosenspan & Associates, a direct marketing consulting and creative firm. For additional articles and a free newsletter, visit www.alanrosenspan.com.

The following is an excerpt from Direct Marketing IQ's report "Design & Formats for Boosting Direct Mail Response," http://bit.ly/designformat.

For those of you who aren't direct mail writers or designers, you may not realize the range of response-influencing decisions that go into creating effective envelopes. If you're an approving manager or someone who gives creative input, you need to understand how envelope copy and design work together to get mail pieces opened. Here are some things to consider:

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Pat Friesen Author's page

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

12+ Tips for Creating Engaging Envelopes