Direct mail campaigns come with seemingly infinite considerations: what should the mailing look like, how much should I spend, how do I get leads… the list goes on. But one detail many marketers overlook is how the direct mail envelopes you choose affect the results of your campaign.
Go to any mailing supplies website and you’ll discover that envelopes come in all shapes, sizes, colors, and materials. And it absolutely matters which envelopes you choose for your direct mailing.
Direct Mail Envelopes: 3 Things You Need to Consider Before Sending Your Next Campaign
Regardless of the direct mail envelopes you choose, you should never rely on your packaging to sell your product. Your direct mail envelopes have one goal – to get opened. And the direct mail envelopes you use should be chosen to do exactly that, nothing else.
Try adding one of the following to your direct mail envelopes to consumers:
- Teaser copy
- Direct call-to-action, such as “Open now!”
- An image of your advertised product
- A deadline
However, if you are mailing to a business, it’s usually beneficial to stay as bland as possible. Mail interceptors such as personal assistants may be inclined to toss out anything that looks like junk mail or advertisements.
Direct mail envelopes can impact your resulting ROI in two ways: “sunk” costs and open rates.
One of your sunk costs is the amount of money you invest in direct mail envelopes. Whatever that cost is will need to factor into your expected ROI. First, consider the envelope size. Using something larger than a standard envelope could help your mailing stand out and boost open rates, but you’ll be paying more per envelope and extra postage for each piece. Going smaller can help you save on postage, but if your piece is overlooked your ROI suffers.
Textured, colored, and embellished envelopes usually cost more, but they can make your mailing look enticing.
As previously mentioned, your envelopes aren’t selling your product, but rather selling your recipient on the idea that something worthwhile awaits them inside. If the envelope doesn’t get opened, your mailing has zero chance to generate an ROI.
There’s certainly a balance of envelope cost and expected open rate, and it’s not an easy one to strike. Only you can determine if investing extra money into a more attractive mailing will generate the sales to justify the price.
Direct mail envelopes can provide a powerful branding tool with the right design. For example, ValPak has perfected the branded envelope to the point that consumers don’t have to look for a sender’s name.
Your branded envelope is seen by more than just the intended recipient. Think about how many people handle each envelope before it reaches its destination – those impressions can add up quickly.
To build your direct mail brand:
- Be consistent with your envelope design and colors
- Make your logo obvious
- Include your tagline
It takes time to build a recognizable direct mail brand, so consistency is key.
At Las Vegas Color Graphics, we know envelopes. If you have any questions or need any further information about direct mail envelopes, get in touch. We’ll be happy to help.