One of the most common requests we receive is recommendations for how to use the outer envelope to increase open rates. Since households are inundated with mail every day, the outer envelope may make or break your campaign. Here are five proven ways to make your envelope stand out and, more importantly, get opened:
- Minimize the Color. A white envelope with a return address can be more intriguing than a colorful, splashy envelope because its simplicity suggests an “official” correspondence. Color often screams “promotion.”
- Give it a Unique Size. Most people fan through a pile of mail looking for bills, special offers or sales, and greeting cards or personal notes. An envelope that is larger or smaller than most of the stack will stand out in the pile.
- Create Intrigue. Make the copy intriguing, irresistible, and personal. For example, a statement such as “Information You Requested” or a question that can only be answered by opening the envelope will compel a recipient to open it.
- Make it Fun and Unusual. Involvement devices like pull strings, window reveals, and unusual ways to open the envelope make it difficult to resist.
- Work with the Window. Incorporating a large window in your envelope can be used for multiple versions of letters with different logos, brands, and return addresses.
These are just a few tips to make your outer envelope work for you. What suggestions do you have?