12+ Tips for Creating Engaging Envelopes
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:
1. Size: Your outer envelope (OE) doesn't have to be a standard size. While it may cost more in postage to mail a non-standard envelope, this could be your best investment for standing out in a stack of #10 or 6x9" envelopes.
2. Shape: While the USPS prefers standard rectangular envelopes, a square or odd shape may be just what it takes to reinforce your brand or offer. Check your mail and the Who's Mailing What! Archive (www.whosmailingwhat.com) for examples of OE controls in non-standard shapes and sizes.
3. Color: If you've already got a winning control OE and you're looking for a simple test to bump response, test color. Keep everything else about the mailing the same. If it's white, make it blue. If it's blue, test a color that reflects your brand. For example, Southwest Airlines Rapid Rewards are instantly recognizable as part of the Southwest brand—no matter the size or shape—because of the bright yellow-gold color.
4. Texture: Textured OEs have a tactile advantage because they look and feel different. If you don't have the budget for textured paper stock, use a varnish or printed faux finish.
5. Teaser: Like an email subject line, OE teaser copy is an enticement. Use it to highlight a major benefit, establish a deadline or ask an intriguing question and include the answer inside. Like ad headlines, teasers are something to test.