5 Answers About Getting Envelopes Opened
People are very concerned with identity theft and privacy these days. But I would still test an envelope package, and I'm willing to bet it will do better.
Question: Are most backs of the outers blank, or do you just think the front is the most important?
Rosenspan: I think the front of the envelope (or where the name and address is) is probably most important, but why waste the back? But once again, you have to be careful. Don't just give me additional information; give me something that compels me to open the envelope.
Question: Why does an envelope perform better than a postcard?
Rosenspan: Three reasons, I think. One, opening an envelope is a "mini-commitment" to spending more time on what's inside. (And the more time someone spends with your direct mail or e-mail, the more likely they are to respond.) Two, it allows you to include a real letter, which is the most important part of a direct mail package. Three, it just does. Test it, and you'll see.