5 Window Treatments That Work
“A window envelope is almost like a real window,” concurs Rosenspan. “It says something is inside—with your name on it. And I think it still has the power to get people to open the envelope.”
2. Implement odd shapes
“We’re beginning to use a lot of odd-shaped windows, which we think is improving response,” reveals Rosenspan, who is considering using a circle window for one company whose logo is in a circle.
Greenawalt notes that odd shapes can increase prospect involvement. “Odd-shaped windows with interesting die-cuts are eye-catching design devices. How much lift do you need to compensate for the cost? Could be worth the gamble.”
3. Double it up (maybe even triple it)
Rosenspan is a big fan of the double window and frequently uses this tactic. “The advantage of the double window is that you can put it anywhere—on the top of the envelope, alongside the other window—and reveal just enough information to get people to want to open it.” He says that his company has even experimented with a triple window for AT&T.
“A reply-by-date window [is] eye-catching and add[s] urgency, and I believe [it] can be of value if the offer is good,” asserts Greenawalt, who often uses a separate window above the address window to pull the eye away from the business portion and make the piece look more personal. “People like to see their names in print, and this is a relatively inexpensive way to add personalization. Most often, I repeat Sample’s name in a large interesting type, if it’s appropriate for an invitation approach.”
4. Large window saves money (but may cost creatively)
While the large window still has some creative validity (such as when the first line of copy shows through), it’s mostly used so the return address shows through from the letter and, thus, allows you to version each letter without adding much extra cost. Today, however, that savings is less. “As in-line printing becomes pervasive, and cost-effective, the original use of a [large] window begins to fall away. It’s just as easy and cost-effective to personalize the OE,” remarks Rosenspan.