Every day we come home, get our mail and sort through for the bills and any letters from friends and family. It’s pretty much a routine we have…you already know what you’re looking for. So what makes a direct mail piece stand out so that we don’t rule them out and throw them in the trash?
The envelope is the first thing we see. If it doesn’t immediately catch your eye or looks questionable, 9 out of 10 times it goes “bye-bye”.
Now the question is: how do we draw them in? We all know the old saying don’t judge a book by its cover, but in this case, you have to! The envelope is the first impression, so you have to hook that fish and reel it in. The idea is to at least get them to read the letter inside.
Some great ideas to boost your envelope appeal:
1. Use unique colors for the envelope itself. Depending on your product or service, use colors that pop. Colors can captivate and stir emotion. For example, when promoting to teenage girls, test using colors like hot pink.
2. Create urgency by using a call to action like “Limited-time only” and “Look inside for FREE _______”.
3. Experiment with different size envelopes and test which one works better.
Here’s an example of a successful mail piece that we created.
The objective of this direct mail piece for the Philadelphia zoo was to increase memberships. The strategy was to create multi-format mailings featuring the benefits of membership. The end the results, we were able to increase response rates, because of new creative and new list selection.
Funny enough Mike our VP and Creative Director, STILL wears the “I Belong in the Zoo” t-shirt that was featured on the piece.