So you’ve decided your next mail piece would perform best placed in an envelope. You’ve learned about the extra cost with envelopes, and you know it can be a barrier to entry for engagement. Afterall, there’s a step between your customer and your content when you put that content inside an envelope rather than sending it via postcard with all information readily visible. That step? Opening the envelope.
So how can you make sure the highest possible number of recipients actually open their envelopes?
That’s what we’re here to answer. After decades helping customers try new, innovative methods as well as tried-and-true strategies for boosting open rates, we’ve learned a number of tricks and tips for sparking interest with a sealed direct mailing.
Once you’ve read this post, you’ll know the top methods for drawing interest to your envelopes, which you can extrapolate to your own campaign based on your own business and customers. So let’s dive in.
Deciding When to Use Envelopes in Your Direct Mail Campaigns
Not every campaign calls for an envelope. Presumably, you’ve already decided to include them in your next mailing, and we’re happy you’ve made a decision you’re comfortable with. That said, if you’re reading and still unsure whether envelopes are the right choice over postcards, flyers, door hangers and similar envelope-less mailings, take a look at some of the primary reasons you might want to use envelopes for your next mailing.
With that out of the way, assuming you’re still aboard the envelope train, here are five ways to boost your engagement with envelopes.
Tip #1 to Boost Envelope Open Rates in Direct Mail: Personalization Through Variable Data
Let’s say you have access to one of the many types of mail lists that gives you full data about your recipients. That includes name, address and possibly even behavioral or demographic data, and you can incorporate some of this data into the design of the envelope. Let them know there’s something inside specifically for them, and they’re much more likely to open your piece to see what’s inside.
If you choose to add four-color graphics to your envelope (discussed further in tip #2), you can even pair the graphic with the data to make an extra impression.
Tip #2 to Boost Envelope Open Rates in Direct Mail: Four-Color Graphics
Your envelope can act as another blank canvas in your direct mail campaign, offering real estate for printing words, graphics and patterns that draw the eye and encourage engagement. If you have the money to invest in this extra printing, you can certainly use it to your advantage to stand out from the rest of the mail in recipients’ boxes on delivery day.
We’ll give an example. We’ve seen colleges endeavor to add star athletes to their teams and incorporate graphics related to each sport to make it crystal clear what kind of offer was inside each envelope. Pair a strategy like that up with variable data, and you can target each athlete’s specific sport with a direct message from the coach of that sport at that college.
A blank envelope without visual interest might be tossed upon receipt without the contents ever seeing the light of day. One with graphics on the front, back or both can show your interest in your customers and prove to them that you actually do know them, and you have placed a relevant offer inside.
Tip #3 to Boost Envelope Open Rates in Direct Mail: Envelopes Above the Standard Size
When you think of your typical marketing envelope — like the ones many bills show up in — you’re probably picturing a #10 envelope. That’s the standard “window envelope” size, and people are used to receiving it.
One of the many direct mail mistakes businesses often make is sending their content out on a heavy mail day when mailboxes are already packed full of other content and offers. You can avoid holidays and commonly busy delivery dates, but you can’t always predict how much mail your customers will be getting.
An easy way to stand out from the crowd whether the box is packed or not is to choose a #11, #12 or #13 envelope that protrudes past the other mail pieces. Here’s a breakdown of the dimensions associated with each envelope size:
With these numbers in mind, you can visualize how your piece will look and determine how much space you have for graphics if you choose to print on the envelope itself.
Tip #4 to Boost Envelope Open Rates in Direct Mail: Full Window Envelopes
Full window envelopes allow you to show more of what’s inside, which places part of the onus on your content itself. If you’ve worked hard to craft visually appealing prints and want to show them off a bit while still reaping the benefits of an envelope, such as privacy, protection of your pages or containment of multiple elements.
Despite its name, a full window on the front of an envelope typically has a ½- to ⅝-inch border the entire way around itself. If you still choose to add branding, text or graphics to the envelope, you can do so along the border, on the backside flap or on the back panel.
Using a large window by itself won’t necessarily boost your open rates. It’s all about making sure what shows through the window does the work for you, adding visual interest and speaking to the relevance of the offer inside.
You might have some critical information that you want all recipients to see whether they open the envelope or not, such as a QR code that leads to your business site or a picture of the product you’ve put on sale for the week. Whatever it is, display it front and center to boost open rates and reduce the loss associated with unopened envelopes.
Tip #5 to Boost Envelope Open Rates in Direct Mail: Die Cutting on Your Envelope
Die cutting was a bit more popular before certain material shortages associated with the COVID pandemic, but some manufacturers can and will still produce them. Two standout options for die cutting include:
- Changing the shape of the envelope itself: Whether it’s the flap, edges or window border, a number of spots can be tweaked to give your envelope character while still meeting USPS guidelines.
- Adding a perforated die-cut element: Whether it’s in the shape of a star, a Post-it note, a simple circle or just about anything else you can think of, a perforated segment of the envelope that customers can easily pop out will make your piece more unique and should generally pique interest.
Some people find this particular tip a little gimmicky, and maybe you do too. It’s certainly not for everyone, and it adds cost and complication. That said, if it sounds like a fun idea you think might resonate with your readers, it could be worth it for your next campaign!
Tip #6 to Boost Envelope Open Rates in Direct Mail: An Air of Mystery
It’s up to you and your team to decide what kind of “air of mystery” you want to add to your envelopes. Make sure it’s honest and doesn’t mislead the customer, but from there, you can really lean into the excitement people get when there’s a mystery to solve.
Often referred to as “curiosity marketing,” the element of the unknown — such as “offer inside” — can get lots of prospects to open an envelope they otherwise might have ignored.
Which Tactics Will Get the Highest Number of Your Recipients to Open Your Envelopes?
Think about your market and what really gets them excited. What are you trying to offer, and why did you choose them to be recipients?
It can feel like a stressful decision, but remember that you’re free to take the creative reins here. Whether you select one of these tips, ignore them entirely or choose to combine various elements, you can make this campaign truly unique to your business. Every mailing is a little bit different, and it’s okay to try some new tactics from time to time to see how well they work with your audience.
If you’re still on the fence about whether envelopes are the right move for you in the first place, check out our article on direct mail situations that call for envelope usage. Sometimes, you can get away with a postcard or similar piece and cut the cost and effort associated with envelopes. Understanding your options is key.
Maybe you already know you want an envelope, and you’re sold on some of these tips. If you’re read to jump into your direct mail campaign and work with experts who can help you put your best work into the envelopes and the printed content inside, reach out to an Integra representative below!
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