In a world where consumers are bombarded with hundreds of ads a day, we’ve been conditioned to make snap decisions on what deserves our attention and what doesn’t. When you think about it that way, envelopes are everything when it comes to direct mail design. The envelope needs to capture your recipient’s attention and spark their interest in a matter of seconds. Envelope design can make or break your direct mail campaign, so its importance can’t be overstated.
Testing various envelope designs with attention-grabbing sizes, paper stocks, unique die cuts, inks, and other physical attributes can help accomplish this goal, but these factors can only go so far to capture a recipient’s attention. Adding intrigue to envelope design is easily accomplished with color personalization. After all, what’s more attention-grabbing than seeing something relevant to you in eye-catching color?
Yesterday, Matt Shanahan talked about our capabilities for color digital personalization on envelopes. If you haven’t read his blog yet, I strongly encourage you to—it provides great insight into why this marketing technique is coming to the forefront now, as well as its challenges. Color personalization on envelopes is a really effective way to use those precious few seconds a recipient spends reviewing your mailpiece before determining if it goes in the recycling bin or in the “I’ve gotta read this” pile.
Personalized Envelope Designs Get Noticed
Imagine you’re in a busy store and you see a friend a few aisles over. How would you get their attention? The first thing that pops into my mind is to call out their name. That same tactic works with direct mail. Using an envelope that’s personalized with names and other relevant information creates the 1-to-1 marketing experience that makes a consumer pause and begin to see that this is a mailpiece meant especially for them, not just an ad sent to a large list (even if that’s what it is).
A personalized envelope gives a feeling of exclusivity to recipients—this offer is for them; someone took the time to create, produce, and mail this letter to them. This increases the likelihood that the recipient will believe the offer is something specific to them, which in turn increases open rates. The use of personal information also creates the impression that the company is familiar with the recipient, which tends to add a layer of trust to the equation.
Color Adds a New Dimension to Personalization
Adding color to personalization takes the envelope design up a notch. Color personalization can be used to highlight personalized information or to create a richer design. Color also opens the door for personalization that goes beyond text. For instance, one client imaged the recipient’s city skyline on the envelope to show that a new service was now local. Another example would be to include an image of a car with the recipient’s make, model, and color on the envelope to advertise auto insurance.
While color personalization on envelopes can be a powerful tool, it’s important to use it thoughtfully. Slapping color on the envelope just for the sake of using color only distracts the eye from the copy that entices the recipient to open and learn more. Using color—much like using data—takes a delicate, purposeful touch. Going too far, or using it in the wrong place or in the wrong way, can have a major negative impact on your open and response rates.
That’s why it’s so important to have a team of experts to guide you through the process and set you up for success. If you’re looking to add a color personalized envelope to your next direct mail project, contact me today.
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