When is an Envelope More than an Envelope?

No, that’s not a riddle – it’s a serious question we’re going to answer in this blog post. First, be thankful we’re not living in 3500 BC (although it may feel like it sometimes!) In that era, in the Middle East, envelopes were hollow clay spheres!

It wasn’t until the 2nd century BC that paper envelopes were introduced in China. In the UK, envelopes were always handmade but in 1850, Edwin Hill and Warren De La Rue were granted a patent for an envelope-making machine. You still had to use your own glue until the 1900s, when pre-gummed envelopes were produced. You learn something new every day with Mailing Expert!

Envelopes for direct mailing today

Around 50% of people surveyed prefer to receive sales material through the post, according to “Reasons to love mail” PRINT.IT, Spring 2015 – and unless you’re using postcards, that entails envelopes. Regular envelopes of all sizes, windowed envelopes, envelopes of every colour, padded envelop…there’s a vast range of options at your disposal when you’re thinking about a direct mailing campaign. Which to choose? Does it matter? Our contention is – yes, it DOES matter – at least, if you want to maximise the effectiveness of your direct mail marketing campaign. Everyone spends a lot of time designing the letter, brochure or flyer that goes inside the envelope, but what’s the point of that if the envelope itself is so dull that people don’t bother opening it?

Size and colour

If you receive lots of mail, then another A4 brown envelope or standard white DL envelope (A4 letter folded into 3 equal parts) will probably get lost in the crowd. A brightly coloured envelope, one with an attractive customised design or one that’s a non-standard size will help your mailing to stand out. Be wary, though, of sending zany mail when your message is about professional services or is geared towards B2B marketing. That may not create a great first impression with your intended audience, and it may be considered unprofessional by some.

Mailing physical items

If you’re anything like us, then something tangible inside an envelope, whether it’s a pen, coaster, bookmark or keyring, is almost certain to pique our interest enough that we’ll definitely open it to see what’s inside. That’s worth considering, weighing up the cost of stuffing the envelope and possible additional postal charges against a greater likelihood of your message being read.

The extra personal touch

Handwritten names and addresses are more likely to attract interest, as are envelopes which are stamped rather than franked. It suggests that the letter comes from a human being rather than a corporate machine. Of course, for a large-scale marketing campaign it’s almost certainly too time-consuming, and therefore not cost-effective. We have the facility to print multiple names and addresses automatically and there is font that looks almost identical to handwriting as a compromise measure.

Ease of opening

You may laugh, but how easy an envelope is to open has been shown to be a key factor in the success of direct mailing campaigns. You know how annoying it is when you buy something and have to battle with packaging – well, to a lesser extent, the same applies to envelopes. Busy people simply won’t bother opening it if it’s too difficult or takes too long.

Any questions?

We think we’ve covered everything, but if you have a question about how envelopes can be used to enhance a direct mail campaign, just ask. Every mailing initiative, every group of intended recipients is different, and careful thought needs to go into the best approach – including the envelope. We can help you with those choices at Mailing Expert.

Mailing Expert