When you go to a library or bookstore, you most likely pick up a selection of books and look at the covers first. If one of them piques your interest, then you might open it and read the inside jacket or preface. The reality of human behavior is that people decide very quickly whether to look further or move on to something else. It’s no different when you send out direct mail.
When Premium Productions creates a direct mail program, we give as much attention to the envelope design as we do to the content. We understand that people decide very quickly whether they will open an envelope and investigate further. People are busy, with a limited amount of time, so these decisions happen fast and we need to get their attention.
The envelope should highlight the key messages in the inserts, or think of it as providing a complementary marketing message to the content you are sending to the customer. If you use a direct mail company that worries about the content and ignores the envelope, you are wasting your money.
There are a number of features we consider when designing envelopes for our clients:
- Envelope size
- Paper stock
- Colors
- Finishes or textures
- The brand and message
- Using stamps versus metered mail
- Additional labels or stickers
- Clear windows to reveal the contents
- Personalization directed toward the recipient
Taken together, all of these criteria are carefully considered to create a powerful and effective message that will have customers opening the envelope for more information. If you need an effective direct mail program, contact Premium Productions today. We will give your mail campaign the attention it deserves, and have your customers opening your envelopes to obtain more information about your marketing program.