Before your message is ever read, your outer envelope makes the first—and most important—impression.
In a crowded mailbox, it’s the difference between getting opened or getting tossed.
These 12 proven tips will show you how to turn your envelope into a powerful conversion tool that grabs attention, sparks curiosity, and dramatically boosts response rates for your next direct mail campaign.
- Use a double window.
A second window can include a “Respond by <Date>”; a signature; the offer. It makes the envelope look intriguing and more likely to be opened. - Use a larger window.
The return address shows through from the letter, which allows you to version each letter without going to a lot of extra cost. - Use a window with a color tint.
You could try yellow or red, sometimes tinting the cellophane, sometimes just using color on the window to give the appearance of a tint. It makes the envelope stand out more. - Use highlighter on the envelope.
It can both capture the eye and dramatize an important point—such as the deadline for responding. You can even highlight “Personal & Confidential.” - Put a privacy message on the envelope.
People are so concerned about this issue that you can reassure them even before they open it. The message can be identical to the privacy message on your e-mails or website. - Rotate your outer envelopes.
The second or third time I see your envelope; I already know what’s inside it. Take your control letter, brochure and offer and simply put them into a different envelope. And change it regularly. You’ll get more people to open it. - Put a label on it.
You could try a glorified address label with a logo on it. Or try labels with the offers on them, or even the copy line, “Important Information.” It usually works very well. - Allow the first line of copy to show through the window.
This only works when you have a great lead-in line. And never use the entire sentence. Make sure they have to open it to see how you finish the … - Test the next size up.
People receive so much mail these days, an ordinary #10 can get lost. You can see a lift of up to 300 percent just by moving to a 9˝ x 12˝ outer envelope, and keeping the inside elements exactly the same. It’s worth a test. - Stamp your outer envelope.
Almost any message will do, provided it looks like it was stamped before delivery. You could test “Received” or “Urgent” or even “For Address Only.” Try ALL CAPS and red. The mailing will literally be received more urgently. - Test a vellum or plastic envelope.
Just make sure your advertising message doesn’t show through. Otherwise, there’s no reason for the person to open it. - Bulk up your envelope.
Anything that makes it look “puffy” and not flat will increase your opening rate. One bank used a crumpled-up dollar bill with the message, “If your business cash sits in a typical checking account, it’s just like throwing it away.”