No, that’s not a riddle – it’s a serious question we’re going to answer in this blog. 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 envelopes…there’s a vast range of options at your disposal when you’re thinking about a direct mailing initiative. Which to choose? Does it matter? Our contention is – yes, it DOES matter, if you want to maximise the effectiveness of your 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 to open 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 B2B marketing. That may not reflect your intended first impression and may be considered unprofessional by some.
If you’re anything like us, then something tangible inside an envelope, whether it’s a pen, coaster, bookmark or key-ring, 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
Hand-written 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 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 very like handwriting as a compromise measure.
Ease of opening
You may laugh but it has been shown to be a 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 if it’s too much of a chore.
We think we’ve covered everything, but if you don’t agree, 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.