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Direct Mail - the Outer Envelope
2/26/2009
Direct Mail - the Outer Envelope
by Ron Brauner, FDMA President
Beyond the function of carrying the contents, the purpose of the envelope is to entice the recipient to interact with the mail package.
Studies show that prospects typically consider a direct mail package for only on or two seconds before deciding whether to read it immediately, save it for later or throw it away. The choice of size, paper, graphics and message all influence the prospect¡¯s decision of whether to open the envelope.
The most commonly used business envelope is number ten (4¨û x 9¨û inches) and the two standard colors are white and manila. However there are a wide variety of standard commercial envelopes. Sizes ranging from a number 6¨ù 1/4 (3¨ö 1/2 x 6 inches) up through 9 x 12 inch booklet envelopes and even larger sizes.
Colors are practically unlimited. Generally speaking the outer envelope is chosen to complement the contents it carries but testing should be done to determine which envelope sizes generate the greatest response. Using standard size envelopes generally saves money in terms of production and postage. However, custom sizes and shapes can influence response. Again testing should be conducted to determine if the cost of custom-converting a unique envelope is justified.
The traditional direct mail envelope features a glassine window showing through to the address printed on the letter or reply card. This method makes it possible to address and personalize the mailing with only one piece in the mailing. In contrast, some business marketers might opt for closed faced envelopes (no window) to more closely simulate business or even personal correspondence.
Another outer envelope consideration is whether or not to use a teaser. If the recipient already has an existing relationship with the company sending the correspondence, simply including the company¡¯s logo in the upper left corner of the envelope may be sufficient incentive. Teasers should be employed when the recipient is unlikely to open the envelope and requires a compelling reason to do so.
When a teaser it used on the envelope, it will be immediately recognized as direct mail. So it is critical to both grab the reader¡¯s interest while not revealing too much information that would prompt prospects to make a decision about the offer without even opening the envelope.
The most common way to affix standard-rate postage is to preprint the indicia right on the envelope. An alternative is to use a postage meter, which affords the look of a regular business mailing even when it displays the standard rate amount. There are also standard-rate stamps, which can be costly to affix but provide the look of a more personal letter.
To expedite a mailing and provide the actual appearance of personal mail, first-class mail should be used. The extra postage costs for first-class mail can be justified for some very well targeted offers. Another option for enhancing the urgency of a message is to use an overnight letter.
Employing faux overnight letters that mimic the package design of overnight delivery services should be avoided, as recipients can perceive these as deceptive.
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Stay Tuned for Next Month's Article: Direct Mail the Brochure.
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