Getting a piece of advertising into a person's mail box is one thing. Getting it read is another.
According to a study conducted in the United States by the Newspaper Advertising Bureau (NAB), "Three-fourths of ad mail typically is thrown out without being read." How can you be sure that your package will get the message through when the odds are three to one it is headed straight for the waste basket?
Much more than just a container for your advertising materials, the outer envelope (OE) is the first and perhaps the only communication from you that the recipient will ever see. Does it say "Quick, Open Me Now!" Does it promise irresistible value inside, or does it say "Toss Me Away If You're Not in the Mood for an Ad"?
There is a school of thought in direct marketing circles claiming that the easiest way to ensure high opening rates is to use a plain white OE with no branding other than a return address. The theory is that no one can discard unopened what looks like a piece of personal correspondence. After all, there might be important news inside. Who knows?
A step beyond this theory (and an unethical one at that) is the practice of disguising a piece of advertising as a telegram or an official communication from the government. No one ignores urgent or official mail. There might be a reward inside, or a penalty for not responding.
The problem is, once the end of the envelope has been slit, a quick peek inside reveals that it is "just advertising." The reader may feel deceived, and into the bin it goes. Getting opened does not equal getting read.
Let's take a look at ten techniques direct mail advertisers have used with success to avoid a straight path to the waste basket:
1. COLORED ENVELOPES - Blue, green, yellow and other colored envelopes stand out in the mail and grab attention. Four color printing can make your piece of mail intriguing.2. PAPER STOCK - Use of a high quality, textured paper stock allows your envelope to convey a sense of quality and importance. Or use a see-through vinyl envelope to show the recipient what's inside.
3. HAND STAMP - Stamp "Reply Requested" or "Time Dated Offer" on the OE with a rubber stamp to add a personal touch and indicate urgency.
4. TEASER COPY - A well-written headline printed on the OE can promise the reader a key benefit and invite opening. Make an opening offer they can't refuse.
5. STICKER - Inexpensive to produce and easy to apply to even the most drab OE, a colorful sticker can attract attention and emphasize your sales message. Try a gold foil seal with the words "Special Offer Inside."
6. EASY OPEN - Perforate one end of the envelope to make it easy to open; one tug on the corner is all it takes. Or leave the OE flap partly open for easy insertion of a letter opener.
7. WINDOW - Show part of the advertising offer through a window in the face of the OE. An attractive photo or intriguing message will make the recipient want to see more of what is inside.
8. ODD SHAPE - A longer, narrower envelope...an extra large envelope...a mailing tube...a square envelope...all these formats have been used to make a package stand out in the mail.
9. DOOR OPENER - Place something inside which feels "bulky", such as a ballpoint pen or a loose coin, to arouse curiosity (the item should somehow be related to the offer to be most effective).
10. PERSONALIZATION - Instead of address labels, print the person's name and address directly on the envelope or on a business form which shows through the OE window.
How innovative can you be? One of Japan's premier direct marketers, American Express, once tested Yen60-worth of live postage stamps in a window of their OE. The recipient could see immediate value in opening the envelope; few would deliberately throw useable stamps in the waste basket. And the stamps had a purpose: They could be used to mail back the enclosed application form. But was the test successful?
"Real Stamps" won the Japan Direct Mail Association's first ever Gold Prize for Mail Order DM, and it became the unbeatable control package for American Express Gold Card solicitations. The OE demands attention, gets the package opened, and makes the recipient eager to read the American Express message.
By the way, despite the NAB findings, other studies have shown that nine out of ten people sort through their mail. There is a 90% chance your OE will be read, even if the package hits the bin unopened...all the more reason to make the outer envelope a key component in advertising your product or service when you use the mail.