A few months back I wrote about how the envelope adds personality to your mailing (click here).
That article, and the fact that it’s nearly Christmas, got me thinking about the power of the envelope. I’m sure we can all agree that one of the greatest parts about Christmas, especially for kids (and big kids like me), is the anticipation. Seeing those brightly wrapped packages with your name on them… some that rattle, some have an odd shape, some big, some small… all of it heightens the anticipation. Man it drove me CRAZY when my parents would start putting gifts under the tree. I remember distinctly looking at each and every present and feeling a little ping of excitement as I read my name, then proceeded to inspect the present, and shake it, and wonder about it.
As a Direct Marketer, ask yourself now, could your envelope have the same effect? Creating that feeling of instant excitement and intrigue?
Of course with a direct mail piece you can’t generally prolong the anticipation period like Christmas, in most cases it’s just seconds, but what about getting the recipient actually excited about the contents? How effective is your envelope at creating excitement, wonder, and intrigue?
It doesn’t have to be much. In some cases it can be accomplished through just the text on the outside. Of course I’m not talking about text like “Urgent” or “for designated recipient only”, I mean things that really heighten the anticipation. Personalized messages that speak to the recipient and lead them into the piece.
Other tactics include odd sizes, unique personalization (how about a personal sticky note on the outer envelope), or the classic gift inside which the recipients can feel.
Want a great example? We received a lot of positive feedback on a mailer we designed for a local client which had a coffee theme to the piece. In addition to some well worded copy that played off coffee terms, we included a single Starbucks Via packet within the mailing as a gift. Felt lumpy on the outside so the recipient was intrigued. In addition, on the outside of the envelope we had in a handwritten font “Have a cup on us” along with what looked like a coffee ring in the corner.
The package was well received and every element worked together so that the recipient was immediately engaged and intrigued. Kind of like a Christmas present.
It’s important to remember that the envelope is your first barrier to overcome, but it’s also your BEST place to start engaging the recipient. Whenever we develop an offer, we look at the envelope as another piece of the promotion, not just the carrying vehicle. Building intrigue at the outset can actually prolong your reader’s interest once they engage with your creative, which we all know is crucial to leading them to taking action.
