Our customers often challenge our Creative Services team to help them increase the open and response rates of their direct mail campaigns. In fact, more than 60% of our customers turn to us to improve their campaigns’ effectiveness.
When it comes to increasing open rates, our attention always turns to the outer envelope. Envelope design is perhaps the most important aspect of a direct mail package – if you can’t convince people to open the envelope it doesn’t matter how targeted your list may be or how strong your offer is.
Remember, studies continue to show there’s an emotional connection with mail. The USPS named this “the Mail Moment” and it’s important to use it to your advantage. We were reminded during a presentation at the DMA Conference about two things to keep in mind when it comes to the outer envelope:
- People are naturally curious – if something looks different or unique, they are more likely to open and read your package.
- People also respect authority and respond to official-looking documents. Your package should imply it contains something important and/or convey a sense of urgency.
With this in mind, when you examine your outer envelope, ask yourself – or challenge our team – to determine how can you modify the messaging, window treatment, flap treatment, use interactive devices or change the texture and feel of the package to pique recipients’ curiosity?
If you’d like some examples of how we’ve changed outer envelopes to improve direct mail response rates, feel free to get in touch.
– Mike Dietz
Director of Creative Services
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