Want to get your envelope opened? Here’s what to do….
It isn’t what is inside your envelope that is relevant if your envelope never gets opened. Just picture what you do when you get your mail.
I sit near a trash bin and sort the mail according to pile A and Pile B. Pile A goes right into the trash bin, most of the time without me opening the envelope. I can guarantee that this always happens with me when I know there is a credit card solicitation inside the envelope.
When putting together a Direct Mail Campaign, it is very important to give careful thought and consideration to the envelope design that most likely will be opened by the most number of prospects receiving it.
The first choice is to design what I call a “sneak-up envelope.”
A “sneak-up” envelope is designed to contact new prospects and its purpose is to look like personal mail. You would only have your name and street address (my suggestion is to only have an address) in the return corner. It would have a live stamp (not bulk-stamped) and be individually hand-addressed or printed in a font where it looks like it was written by someone.
Another choice is called “teaser copy” It has something on the outside of the envelope selling the recipient on opening it and reading what is inside. You might be asking yourself the question, “Why would you want to do that?”
One of my rules is that if you are going to reveal your envelope as being business related, then you might as well use teaser copy to create the interest in opening the envelope. Should it be a sentence or more? It should have on the envelope whatever message it takes to get the recipient to open it.
Here are some ideas of types of envelopes and what they might look like.
An imitation of Federal Express/or priority mail envelopes.
Very official looking envelopes.
A window envelope with checks showing through the windows.
Those are just a few thoughts. If the envelope looks official, it will be opened and that is the objective you set out to achieve.
There isn’t one approach that is always better than another. Each will serve a purpose in totally different situations. It depends on how it is to be applied.
Let me know your thoughts and suggestions that you come up with.