Don’t disregard your envelope creative

Poor old envelopes. They’re usually an after-thought when it comes to sales letters. But envelopes are vital. For example, if you can increase your open rate by 2% on a campaign that usually gets around 4% response rate, that’s (potentially) a 50% increase in enquiries.

How customers interact with your envelope

It makes sense to know how your customers interact your envelope. The information that follows is decades old, but it’s still hailed as the best research there is on customer interaction with envelopes.

• 70-80% of people look at the front of the envelope first
• First they look at the address (their information)
• Then they look at any marketing messages or pictures near the address
• Then at the return address in the upper left-hand corner (if there is one)
• Then at the stamps, before turning the envelope over
• Once the envelope is turned over, the eyes look to the upper-left
• Then just to upper-right as the envelope is opened
• Most people open from right to left

Get your sales letters opened with these quick tips:

1. Connect. Make sure your envelope reflects your company – and your audience
2. Lead with your best message. Include your lead message or incentive on the envelope
3. Use graphics. Graphics get attention – people like pictures, drawings and graphs
4. Use images of people. People like – and relate to – people
5. Benefits, benefits, benefits. Provide real benefits to your audience
6. Be specific. Specific facts pique interest, which is ideal when your envelope is one of many
7. Use photography. Photography is more believable than illustrations
8. Use window envelopes or print addresses on the front – never use self-adhesive labels
9. Use the back. Three out of four people who touch the envelope will turn it over.