The time has come for you to reach your audience through direct mail, and you might be wondering whether envelopes make sense for your mailing or just add cost and a barrier to your message.
There’s a right and a wrong time to put your direct mail materials into envelopes, because yes, it does add cost, and yes, it does add a step between your customer and your content.
So when should you consider an envelope?
After decades running every kind of direct mail campaign imaginable with companies across just about every B2B and B2C industry out there, we’re here to answer this question. By the time you’re done reading, you’ll have some good rules of thumb for when to use envelopes to protect yourself, your business and your mailing impact.
5 Direct Mail Situations That Call for Envelope Usage
First, let’s look at when we recommend using envelopes in direct mail. Compared to something like a postcard, you’ll be putting at least part of your message, graphics and branding behind coverage, so they won't be immediately seen. What’s more, you’ll be paying for the envelopes themselves — so you’ll want to know when the added difficulty and expense is well worth your effort.
Direct Mail Envelope Use #1 Your Mailing Contains Personal or Sensitive Information
If you work in a medical industry that requires HIPAA compliance, you already know how critical your customers’ sensitive information can be. The same goes for legal businesses. Letting new potential clients know you’re in the area is one thing, but dealing with any kind of personalization that can give someone’s details away will make envelopes a no-brainer.
The last thing you want is to make your audience feel as though they can’t trust you with their information. Even with less specific information, you’ll want to tread lightly in these types of industries.
Let’s say you’re targeting a specific demographic, such as individuals over 55 years of age. This information is less sensitive and legally wrought than more specific patient data, but it’s still a personal detail that they may not want their mailman or neighbors knowing. Think about your typical patient and consider any piece of information you’re including. If your gut tells you it would be best kept private, take that extra step to show your respect and prove the customer can trust you from the start.
Direct Mail Envelope Use #2: You Want to Target Past Customers and Reference Prior Business
You may want to personalize your mailing by reaching out to customers who have shopped with you in the past. Perhaps you’re sending receipts or appreciation for their business. Or maybe you’ve started a sale for items they’ve shown in before the mailing. Maybe their account has lapsed into inactivity, and you want to remind them of the quality products or services they’ve enjoyed from you in the past.
In any of these cases, you’re better off using an envelope to protect your customers’ information. If they’ve trusted you this long, avoid giving them a reason to reconsider.
Even if the information doesn’t seem particularly sensitive to you, remember that many individuals and businesses alike have become more conscious of their privacy over the years and seek to work with companies that protect and respect it. After countless data leaks from some of the biggest names on the block, you can easily garner more loyalty by showing just a bit of extra concern, and envelopes for your direct mail are the perfect act of consideration.
Direct Mail Envelope Use #3: Giving Your Content the Protection It Deserves
There are several ways you can make sure your mail piece shows up in great condition. You might look into your options for protective finishes added to each page after printing, for instance. For additional resilience, use an envelope that adds an extra layer of protection against the wear and tear of the delivery process.
Your direct mail campaign could be the first impression you make on dozens, hundreds or even thousands of potential customers. Make sure that first impression is a positive one by protecting your content so it gets all the way to their mailbox in pristine condition.
Direct Mail Envelope Use #4: Your Mailer Contains Multiple Pieces
Sometimes, you just can’t fit it all on one postcard, flyer or other single-page sheet. You may want to send a few coupons along with your offer, for instance, or several pieces of literature about your offer such as an offer and a small brochure.
While you can save money without the envelope, a multi-piece mailing needs to be contained in some way. You can organize your pieces exactly how you want inside an envelope for a professional presentation that gets all the components you want in your customers’ hands.
Direct Mail Envelope Use #5: Encouraging Customers to Respond Back Via Mail
You could be trying to encourage customers with any one of a number of calls to action (CTAs) in your direct mail campaign, many of which won’t involve mail-backs. You might add QR codes and/or URLs to your mail pieces so people can visit your website to take action. You could also add a phone number and request a call or text, or simply invite recipients to visit your physical location.
Under some very specific circumstances, you might need customers to send mail back to your location. An older demographic might feel significantly safer sending donations, for instance, by check through the mail than they would entering payment information online.
If you decide to use a “mail back” type of CTA, you should include a self-addressed envelope with your materials to make following through much easier for the customer.
Should You Add Envelopes Into Your Direct Mail Planning?
The last thing you want to do is waste money and effort adding things to your direct mail campaign that don’t need to be there. And the truth is, envelopes often don’t need to be there. But in the situations that call for them, they can ultimately save a lot of hassle and help your mailing reach more people exactly how you want it to while protecting their privacy and security.
If you’ve decided to go ahead with envelopes for your next mailing, you might be wondering how to encourage your recipients to open their envelopes. It does add an extra barrier to entry, which is why we wrote about ways to make your envelopes more enticing to boost open rates.
Maybe you already have an envelope in mind, or you’ve decided to go with a postcard or envelope-less piece instead of bothering with this step. In either case, you might be ready to jump into the design and printing stages right away, and our team is here to help. Click below to reach a print and mail expert at Integra Graphics Synergy.
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