Direct Mail Envelopes
Direct Mail Envelopes
Businesses who have had experience with postal mail marketing know that direct mails are a perfect way of reaching out to their target audience. However, effectively using direct mail envelopes is not something that you can be good at on the first try. To effectively implement a postal mail campaign that uses direct mail envelopes, you need to have a set of advanced tools and well-thought-out tactics.
One of the major challenges in using direct mail envelopes for your marketing campaigns is to get itself opened by the recipient. This means you should probably begin with a creative envelope design that can easily catch the recipient’s eyes as soon as they get it out of their mailbox. To make such an impression on the recipient, you need to consider everything about the mailer that the recipient might notice at first glance, including the copy, the images, and even the inland paper you use for the mailer.
The overall quality of the direct mail you send will help it stand out from the rest of the mailers your prospects receive and immediately grab their attention. Furthermore, you must also make it a point to ensure that the exterior of the envelope supports not just the offer inside the mailer but also your brand and its values. Additionally, the average customer today expects some amount of personalization in their communications and even offers which means that you can pretty much throw out the stock envelopes.
The key to a successful postal mail campaign using mail envelopes is a holistic approach where you carefully ensure the quality of the entire direct mail process. This includes everything from selecting the rolls of paper for your direct mail to the quality of in-line cutting scoring, folding, and gluing. This article discusses all the significant aspects of direct mail envelopes. We take a look at how you can optimize your direct mail envelopes so that they have the best chance of getting a response from the recipients.
Can Using Direct Mail Envelope Teasers Help Your Campaign Results?
Direct mail envelope teasers are exactly what the name suggests them to be. When your prospect receives direct mail from your business, he/she has no idea whether the content inside the envelope is of any interest to them. A direct mail envelope tease can give the recipient a decent idea about what your mail is about and whether or not it is relevant to the recipient. An effective direct mail envelope teaser can potentially decide whether your direct mail gets read or dumped by the recipient.
Even though the direct mail envelope teaser holds great potential for convincing the recipient to open your direct mail envelope, there is no guarantee that it will get the desired result. According to the International Journal of Research in Marketing, the design elements of the mail envelope and teasers can indeed influence the recipients and their decision to open or dump a postal marketing mail. However, having a lousy teaser can do more harm than good.
If the customer feels like you are trying to sell him/her something that he/she neither wants nor needs, then they are more than likely to dump the mail. Using a below-par teaser will end up making your direct mail look more like junk mail and get immediately thrown away. In other words, before businesses finalize their teasers, make sure that they sound personal and not like another junk mail. This simple trick can save you much time and effort.
How to Write The Best Direct Mail Teaser For Your Business
Getting the direct mail envelope teaser right for your direct mail campaign can extremely challenging if you do not know what you are doing. Here we discuss some of the best ideas for creating a direct mail envelope teaser for your business that can drive positive results. Even before you start creating the teaser, the first thing you need to do is to define what the goal of the teaser is and what you wish to convey to the recipient.
In other words, try to answer the question, “what need or function do you want the teaser to accomplish?” Once you have the answer to that, you can start working on the actual direct mail envelope teaser. You may wish to accomplish various functions through direct mail campaigns, and this must be reflected on your direct mail envelope teaser as well. Some of the more popular direct mail envelope teasers are listed below.
- Gift Card Enclosed
- Savings Inside
- Last Chance
- Limited Time Sale
- Your Free Gift Inside
- We Miss You
- Claim Your Discount
- Just for you
- Offer Enclosed
As you can see, the functions of the direct mail envelope teasers given above are pretty self-explanatory, and the recipient can easily grab what the mail is about. This further enables the recipient to decide whether the mailpiece is of interest to them.
Dramatic, Mysterious, and Multiplier Teasers
For your teaser to be as effective as possible, you should try an approach where the teaser can be classified as dramatic, mysterious, or multiplier. The dramatic ones are those that pique the interest of the recipient with a dramatic line such as “Time is running out, protect your business from cyberattacks now!”
Similarly, you can also try using mysterious direct mail envelope teasers, which makes the reader wonder what’s inside the direct mail. It is also worth noting that not having any teaser printed on your direct mail envelope also falls under this category. Finally, we have multipliers, which appeal to the reader’s sense of value by offering exponential growth or profits, for example, “Double your savings.”
Examples for Direct Mail Envelope Teasers
Creating direct mail envelope teasers is easier said than done. There are so many details involved in creating such short content that it is easy to miss a few details. Below we discuss some of the best examples of direct mail envelope teasers so that you can get a better idea of how your own direct mail teaser should look like.
M.A.D.D.
M.A.D.D. or Mothers Against Drunk Driving is a non-profit organization. They came up with a punchy direct mail teaser “Because many people who sell alcohol think pennies are more important than human lives.” As you can see, the tease used by M.A.D.D. is short yet thought-provoking enough to make the recipient open his/ her mail.
National Audubon Society
“PULL HERE FOR YOUR FREE BACKPACK (details inside)” was the direct mail teaser used by the National Audubon Society in one of their direct mail campaigns. Here, as you can see, they directly piqued the interest of the reader by implying that the direct mail holds something of value inside it for the recipient. They have even mentioned exactly what it is they are offering so that reader knows exactly what he/she might get from opening the mail.
Boston Public Library Foundation
The Boston Public Library Foundation decided to use a mystery approach to reach out to their target audience by using the line “Why don’t woodpeckers get headaches?” In their direct mail. As you can see, reading this teaser makes you really wonder whether the woodpecker really does get a headache when pecking on the wood or something else entirely.
Illinois Citizens for Handgun control
The Illinois Citizens for Handgun control used a strong statement for their direct mail teaser, which would definitely create an impact on the reader. The direct mail envelope teaser they used said, “Will you be killed by a handgun in the next 23 minutes? (Back flap): Someone will be.” Such a line would naturally make the reader think about what they just read, and those interested in reading such things will definitely open the mail.
The Importance of Envelope Color For Your Direct Mail
Did you know that the color of the envelope you use to send your direct mail could directly affect how the recipient perceives it? The envelope color is perhaps the most overlooked aspect of direct mails and deserves more attention if you wish to optimize your direct mail operations. The color can serve as a prerequisite for the message you intend to deliver. Below we discuss some of the major envelope colors that you can use and what each color signifies.
Red
When used for the direct mail envelope, the color red signifies the message that you intend to convey is exciting, passionate, dangerous, energetic, or action-oriented.
Blue
The blue color is generally used to invoke a sense of peace and harmony in our minds. This is also the color to use for your direct mail envelope if you want to establish trust between your target audience.
Green
Green is a friendly color for marketers and is often associated with nature. Hence it is best suited for companies that like to focus on the eco-friendly nature of their business.
Yellow
Yellow is often considered a happy color and reminds of the sun, springtime, and flower. One of the advantages of yellow is that they are easily spottable and hence ideal for direct mail envelopes.
Orange
The color orange is often associated with inspiration and creativity. Marketers treat orange as a softer version of red to create a sense of warmth and affordability.
Black
Black color is usually associated with power and control. Although sometimes represented as a scary or evil color, many brands use high-quality black color to come across as a premium brand.
Best Practices to Follow While Creating Direct Mail Envelopes
1. Color Selection and Creative Design
As we have just discussed above, color is an important element, and using a plain old white mailer would likely make you look boring and bland. Try adding a splash of colors that align with your brand or your message and come up with creative designs that can make an impression on the reader.
2. Create a Copy of The Teaser
We have already discussed how important the direct mail envelope teaser can be for your business, and the best way to make sure that you get it right is to create a teaser copy. If you can’t come up with a provocative or intriguing teaser, it is better to leave the envelope blank rather than using a sloppy one.
3. Add an Extra Window
Consider adding an extra window either next to the address window or on the back. If you want, you can’t add a window on both places to enable the recipient to get a sneak peek into the mailpiece. Similarly, you can also try altering the size and position of the window.
4. Size & Shape of Direct Mail Envelopes
The most popular envelope used for direct mail is #10, but you may consider using different sizes based on your unique requirements. You can also consider using a custom shape-cut or something totally outside the box to make your direct mail stand out from the rest.
5. Paper & Ink
As we have briefly mentioned before, the paper and ink of the direct mail envelope you use are among the first few things noticed by the recipient. Furthermore, it must also meet the standards set by U.S.P.S. Therefore, the easiest solution is to use certified direct mail service providers like PostGrid to maintain top quality.
Why Use QR Code For Your Direct Mail Envelopes
The QR codes are an integral part of successful direct mail campaigns as they allow your marketing efforts to be carried out on multiple channels, including online and offline channels. QR codes will enable the reader to take immediate actions, and this is well desirable for businesses. You can make QR codes actionable and lead them to your website or landing page.
Furthermore, QR codes allow for more extensive insights using the advanced analytic tools integrated into your website. However, make sure that the QR code you print on the direct mail envelope is at least 1″ square for better readability. Additionally, test and retest whether it is functioning for different devices to ensure maximum reach of your campaign.
Conclusion
Direct mail envelope is often the direct mail campaign that goes overlooked, and this must change if you wish to optimize your direct mail efforts truly. One of the major reasons why the direct mail envelope ideas are often skipped is that the marketer often focuses on what goes inside the mailer and not the outside.
You can rectify this by using a fully automated direct mail system like PostGrid for your direct mail campaigns. PostGrid streamlines your direct mail process by personalizing, printing, and mailing your direct mails. It even validates the address for you and ensures that the address is real and deliverable. In addition, the certified printers used by PostGrid further ensures the top-tier quality of your postal mailpieces.
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