February 9, 2012
Direct Mail Envelopes Can Extend Your Creative Options
Don’t let the move to online marketing fool you – creative direct mail is still a big moneymaker. But the key to getting the results you want is to create an envelope that people want to open.
Many direct mail packages put all their creative ideas inside the package, but people won’t open it unless the outside is just as compelling. Appearance isn’t everything, but in direct mail, it’s the difference between a mailer and a mailer that sells.
Here are a few ways to make your envelope as inviting as what’s inside it.
- Add some color
Plain white envelopes get lost in the shuffle – literally – because they look like every other envelope. But a brightly colored green, blue, or orange envelope always gets a second look. If your direct mail package is full of colors, don’t hide them; make them part of the outer envelope. Recreate color schemes, use similar graphics, and even use the same photos inside and out. It make the package more consistent, it looks nicer, and the reader won’t automatically lump it in with bills and letters in the white envelopes. - Make it something special
Creative direct mail should play on the reader’s ego. We all want exclusive access to things like restaurants and parties, so that should be part of your envelope teaser. Using words like “exclusive” and “members only” makes your offer look like a premium for valued customers – and that makes the recipient feel like a valued customer. Big bold letters get attention, but they can look too sales-y; elegant lettering can be just as eye-catching, and it looks more exclusive than plain text.Urgency is the other motivator. No one wants to miss out on a deal that’s just for them, so adding words like “act now” and “limited time only” will prompt them to respond – and fast! - Handwrite it
Everything old is new again, at least in direct mail. We’re so used to getting mail with printed addresses and barcodes that most of it goes in the garbage. In fact, the only time we really pay attention is when we get something with a handwritten address.Marketers know this. That’s why handwritten direct mail services are taking off so rapidly. Some direct mail service providers are now offering handwriting services for things like thank-you cards, requests for donations, and of course, outer envelopes. Handwriting is a great way to play on the idea of exclusive offers, because it makes the package look like it was made specifically for the recipient.In additon, handwriting also plays to marketing trends. Consumers want everything specialized – products, services, experiences, and communications. Printed labels don’t accomplish this, but an envelope with an address and teaser written in ink helps mass mailings feel more like one-to-one communications. That raises the reader’s interest in the offer.
Direct mail communications need to be creative throughout the entire package, but it’s especially important for the envelope. Without a compelling envelope, the package won’t get opened or read – and you won’t get the responses you need for a successful campaign. Extend your options with eye-catching envelopes!
For more information on one-to-one direct mail marketing, download the free resource, Tailoring Your Messages, now.
