Direct mail tricks: The envelope

And the envelope says…..hopefully your direct mail envelopes are saying, "Open me!"  Many marketers put a great deal of time and effort into what’s inside the envelope but completely miss the opportunity to grab the recipient’s attention long before the package gets opened.  Here are some simple strategies for making the most of the envelope.

And these tips work, whether you are a business to business mailer or you’re mailing to individuals at home.  The trick is to catch their interest as they stand over the waste basket, decided what to even open.

Teaser copy.  Entice them to open the envelope.  Say something that will leave them wondering.

Make it personal.  It goes without saying that with today’s technology a personalized message is not only possible, it’s also highly effective.

Don’t fake it.  We’ve all gotten those "official" looking envelopes that were not from the government, an overnight letter or a telegram.  Unless it plays into your creative execution, don’t annoy your audience by being deceiving.

Hit the flip side.  Don’t forget about the back of the envelope.  That’s one of the most visible spots on the envelope and often the most underused. 

Don’t take a chance that your mail piece will get tossed without at least having one shot at delivering your message.  Make every element, including the outer envelope, work for you.