Three Ways to Use Art on the Outer Envelope
An outer envelope often is a blank canvas, literally. But while words carry a good deal of weight, they say pictures are worth a thousand of them, right? When presented with bright, visual images versus gray copy, most people respond better to the former, says Tom Herrmann, executive vice president of marketing and business development for Mailnet Services, a provider of marketing automation solutions and customer communications.
Here are three tried-and-tested methods of using art on the outer to boost the bottom line.
1. Perhaps more than ever before, prospects may be prone to ignoring text and preferring pictures on the outer. For example, if a benefit of an organization membership is an autographed picture of a dignitary, then it’d make plenty of sense to feature his or her face in four-color along with the offer on the envelope.
2. Magazine covers often are showcased in acquisition efforts, but too often are left out of the envelope equation, observes Holly Carnahan, circulation director for Arizona Highways. No matter how strong the logo that typically graces the envelope, there’s something special about seeing it combined with carefully crafted cover art that operates as an indisputable selling tool for longtime and potential customers.
3. Testing a strong creative concept on the back of an outer envelope takes advantage of a too-often blank space, asserts Elaina Mango, executive director of consumer marketing for Verizon. It’s one more place to convey your message, catch a prospect’s eye and inspire enough curiosity to rip open that package. Verizon did this a few years ago with a United States-shaped nickel concept, with the tagline “5c goes a long way.”