What’s the secret to boosting great response rates to direct mail? Getting recipients to open the envelope! The best-written sales letter can’t work until the recipient opens the flap. Here are nine tips for piquing recipients’ interest and engaging their curiosity.
- Get creative. Try new substrates, such as smooth, heavier stocks that show off your colorful designs or textured stocks that offer a high-end feel. So many options — vellum, glassine, polybag-type envelopes — try them all!
- Go big! Consistently, oversized envelopes get higher response rates than #10 envelopes. Larger pieces stand out in the mailbox, and with their oversized dimensions, people can’t help but wonder what’s inside.
- Go windowless. Window envelopes are often used for statements and bulk mail, so a plain, windowless envelope is more likely to get opened.
- Use teasers and other on-envelope messaging. Consider placing dynamic messaging on the envelope’s front, back, and even inside. Your copy should provoke curiosity but not give everything away.
- Mix it up. Keep mixing up your messaging and design. Each time you send a mailing, it should feel fresh and new.
- Add a personal touch. Make the recipient feel special. Whether it’s through personalized printing, using a legible script font, or actual handwriting, give it that personal touch.
- Use an actual stamp. Recipients notice when you use genuine stamps. It tells them this isn’t just another bulk mailing and piques their curiosity.
- Put it between the T’s. Unless you want a campaign to drop on a Monday or Friday, the best open rates tend to be Tuesdays, Wednesdays, and Thursdays. Shoot for these days for your in-home windows.
- Don’t over-saturate. Six weeks is a reasonable interval between mailings. This way, you stay fresh in your prospects’ minds without becoming a nuisance.
Envelopes offer many creative possibilities, making them a versatile and effective tool to convey your message. For the greatest success, embrace your creativity, tailor the encounter, and experiment with fresh ideas now and then!