It’s the usual story. A company expends so much time, talent and money on a direct mail campaign that delivered lackluster results. What went wrong? The message was on target. The offer was generous. The call-to-action, active indeed. The missing silver bullet isn’t what’s inside that envelope; it is the envelope.

Your outer envelope is an immensely powerful direct mail tool. That’s why we refer to it as envelope marketing. When an outer envelope has unique qualities that complement a direct mail campaign, it’s a wonder to witness (hence the title). The wonders of envelope marketing are based on the three E’s of envelope marketing: 1) Engage, 2) Experiment and 3) Excel.

Engage. An outer envelope must engage recipients or it gets recycled before it’s even opened. Try a unique envelope with an interactive element like our Tear-ific® envelope. Its stand-out-in-the-mail, perforated design eliminates the need for a letter opener.

Experiment. It’s important to test envelope variations to find the one that yields the best results for your target audience. Switch the color of your outer envelope.
Try a unique size. Add some teaser copy. Remember that experimenting also involves variety; sending the same outer envelope for three consecutive mailings to the same audience will end up “getting old” and probably getting tossed instead of opened.

Excel. This refers to the results you’ll get when you give the outer envelope the attention it deserves. Your response rates excel when you enhance your outer envelope—it’s that simple.

Engage. Experiment. Excel. Now go make the most of that outer envelope! Stay tuned for more envelope marketing tips to help your and your customers. Can’t wait? Contact us for free samples of unique products or to learn more about our outer envelope expertise.