Did you know that over 70% of Americans prefer direct mail over email marketing? In our digital world, receiving advertisements in the mail makes consumers feel valued by companies. But even with the inherent preference for direct mail, there is always a chance of your envelope going straight into the garbage, unopened.
Envelope design plays a significant role in your direct mail open rate. With some unique design elements, you can encourage recipients to open the envelope and get to know more about your business/product. In this article, we share 7 tips for designing envelopes that will increase your direct mail open rate.
1. Use an envelope teaser
An envelope teaser is a short phrase, sentence, or slogan printed on your envelope. It tells the recipient what to expect when they open the envelope, piques their curiosity, and gives them a reason to want to open the envelope. Similar to a trailer for an upcoming movie, an envelope teaser gets the recipient excited about finding out what’s inside.
In your envelope teaser, you can include preliminary information about an upcoming event or sale, make the recipient aware of a need that your product will meet, or hint at a gift inside the envelope, such as coupons or discount codes.
2. Evoke an emotional response
To stand out from other advertisements, brands tap into consumers’ emotions using color. Color psychology is the study of how colors impact peoples’ emotions and behavior, and it has become a powerful marketing tactic. Using solid-color envelopes can appeal to the recipient’s emotions, making it more likely for them to want to open your direct mail.
In general, you can use the following colors to invoke the associated emotions:
- red for power
- orange for joy
- yellow for energy
- green for peace
- blue for confidence
- purple for luxury
- black for elegance
- white for purity
3. Create an incentive
Everybody loves a great deal. If you hint at a gift inside the envelope, each recipient is much more likely to open it and take a look inside. You could include a coupon, special offer, discount code, freebie, or free shipping.
By rewarding your recipients for opening your direct mail, you’ll have more consumers interested in what you have to say.
4. Generate a sense of urgency
Encourage recipients to open the envelope by promising time-sensitive information or deals. Invite the recipient to “act now” by using action-oriented phrases. Saying things like, “Hurry!” or, “Offer valid for 3 days only!” makes recipients feel as if they need to open the envelope, or they’ll miss out.
If you’re offering time-sensitive deals, make sure your direct mail reaches the recipients in time. Any joy felt over a great deal is quickly clouded by the realization that you’ve missed the window of opportunity.
5. Use sustainable printing methods
Sustainability is an important factor in many consumers’ decision-making. To appeal to the eco-conscious consumer, make use of sustainable printing methods.
If your company has any green initiatives (such as recycling, donating, sustainable printing methods, ethical purchasing, environmentally-friendly ingredients, tree-planting initiatives, etc.) you can mention this on your envelope.
6. Personalize the envelope’s design
Adding a personal touch to your envelope makes the recipient feel like you are reaching out to them individually, as opposed to impersonal algorithms sending mass-produced advertisements to them.
Simple, subtle touches can make a difference to the feeling your envelope generates. You can use a handwritten font for a portion of the envelope design, such as addresses, signatures, or personal notes.
7. Tap into the consumer’s curiosity
Getting your recipients curious is one of the best ways to encourage them to open your direct mail. And nothing generates curiosity quite like a plain white envelope. Recipients are unlikely to toss a blank, white envelope without first checking the contents.
If bright colors and enticing offers aren’t generating the traffic, you’re after, you can try taking a minimalist approach to your envelope design.
Increase your direct mail open rate today
At Ritter’s Printing & Packaging, we have 30 years of experience in the direct mail marketing industry. We’ve seen the benefits of eye-catching and intriguing envelopes first-hand, and we have a deep understanding of how to execute successful direct mail marketing campaigns.
If you’re interested in working with us to create a quality direct mail marketing campaign, contact us at 954-771-7204 today.
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