Direct Mail Review: Eye-Catching Envelopes
December 2, 2019
When you pry open your mailbox door, there’s always mail begging for attention. Some mail is really noticeable, and some is not. We may not judge books by their covers, but envelopes are a different story. Color, size, form and function all jockey to get you to open them first. We have some recently delivered pieces and these envelopes really stood out. Let’s take a closer look.
Size matters: What do you notice more in your mailbox? The small 4” x 6” card or a 9” x 12” envelope? If you pair a 9“x 12” envelope with full color images or photos of pets, they are sure to get most people’s attention.
Shape: An unusual shaped envelope will surely make an impression, especially if it is in a solid gold color like Sappi’s 6.5” square envelope. Yes, they do require additional postage, however, the impact should be great enough to cover the cost.
Color: Try using a colored envelope like the Archdiocese of Miami and Miami Rescue Mission. While these are custom-made envelopes and cost more to produce, they are super-noticeable due to their unique colors.
Special techniques: Audi used clear foil on both sides of their envelope which really was a unique “look”. They alternated all caps, upper and lower case and outlines of the words to create contrast. The words were adjectives used to describe their vehicles and the driving experience. They also used Neenah’s Classic Techweave paper, a high-end finish with a textured feel.
Maximizing ROI is the name of the game. These formats are eye catching ways to draw in your prospect with colors, textures, shapes and sizes. While there are less expensive ways to send out advertising mail and for “wide net” campaigns, those may be a better option. However, for warmer leads and higher value contacts, it can be worth the expense to make your mail POP and really catch the eye of your customers. When considering the value of any campaign, consider what a customer is truly worth.