Open Me Now! 11 Tips for More Effective Direct Mail Envelopes
11. Be careful with "official" envelopes. Faux express envelopes, government notices, invoices, and other formats can be used to great effect. However, be clear about your intentions. If it's just part of the theme of your message, and people are clear about who you are and what you want, that's fine. If you're trying to trick people or pose as something you're not, that's unethical. If you have to deceive people to get response, there's something wrong with your product or service.
Envelopes are the "red-headed step children" of direct mail. They seem simpler and less important than they really are. Sometimes, you can boost your response by simply improving your envelope.
Dean Rieck is one of today's top direct mail copywriters and has created sales and generated leads for more than 250 companies, including Intuit, Rodale, Sprint and American Express. For a free copy of his white paper, "Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today's Difficult Market," visit www.DirectCreative.com. You can reach Dean at Dean@DirectCreative.com.