5 Window Treatments That Work
Greenawalt agrees. “I think most creative people would opt for a close-faced envelope with personalization instead of an address window most of the time, given the choice. It’s pretty hard to make the mailing look like personal mail when you have a window. And you have to leave so much clear space on the order card, it impedes the grace of the design. Very limiting. Unfortunately, the cost is too compelling to ignore. Have we creatives become bean counters? Say it ain’t so!”
5. Billboard window adds color (but maybe too much)
Billboard windows, on the back of envelopes, are another mixed bag. “I’ve been using them for years to keep the cost of the outer down. A simple one-color outer becomes four-color when the brochure shows through. A big back window also can reveal a tempting freemium like a sheet of stickers. If Ms. Sample wants them, she has to open the envelope,” explains Greenawalt.
But it can also create some problems if not used properly, says Rosenspan. “I worry about the huge window. I see it being used by a lot of insurance companies these days. I believe they are forgetting the purpose of the envelope—and that is to get opened. If I can read enough through your window to make a decision without opening the envelope—it’s a bad window and a bad envelope.”