First Impressions Matter: The Role of Envelope Design in Capturing Attention
Despite the rise of digital marketing and the promise of AI, direct mail is experiencing a resurgence among savvy marketers who know how to cut through the digital noise with well-crafted mailers that drive response.
According to the Association of National Advertisers, direct mail boasts an impressive 161% average ROI, greater than email (44%), paid search (38%), and social media (21%). It’s no wonder, then, that 89% of marketers have increased or maintained their direct mail budgets and 70% say direct mail response has improved, per Sequel Response’s Direct Mail Benchmark Report.
Still, marketers face steep competition at the mailbox, so it’s crucial to create compelling mailers that get noticed – and that starts with envelope design. First impressions matter, so envelopes play an integral role in capturing attention, influencing open rates, and ultimately, driving response.
Envelope Design Makes Mailers Stand Out
Envelope design goes beyond artwork, as marketers have extensive customization options to differentiate their brands and make compelling first impressions, including:
- Unconventional sizes and shapes
- Materials and finishes; for example, gloss, matte, soft touch, and embossing that deliver tactile sensations
- Custom-shaped windows that tease what’s inside
- Interactivity for a one-of-a-kind opening experience
- Inside tint for branding and security
Our Extendalope is a prime example of how these elements can work together to create a powerful presentation. It features an easy-open zipper for interactivity and drop-down panels that add real estate for expanded messaging. The Extendalope yields measurable results, too. For example, one of our customers used it for a quarterly rewards mailer and increased response rates from 1% to 8%.
Envelope Design Speaks to Your Audience
The right blend of envelope design characteristics captivates your audience by:
- Eliciting emotion
- Fulfilling desire
- Addressing pain points
- Promising solutions
- Fostering trust
Consider the following examples.
Satellite TV Mailer
A satellite TV company sent a direct mailer in an oversized envelope with a large window. The mailer prompted recipients to peel a perforated, interactive opening to reveal a gift card inside. This envelope design worked because its oversized proportions couldn’t be ignored, it was fun and easy to open, and it promised a valuable benefit.
Hunger Relief Nonprofit Mailer
A hunger relief nonprofit solicited donations with an envelope made from Kraft paper to mimic a paper lunch bag. The design worked because it conveyed the primal need for food, evoking compassion and empathy for those in need.
Airline Credit Card Offer
An airline credit card offer envelope featured foil-stamped typography on a heavyweight paper with a matte finish. Collectively, these attributes suggested prestige and purchasing power that resonated with the target audience.
Direct mail is a powerful marketing strategy that is proven to outperform digital channels, but competition is fierce. When you’re developing your next campaign, don’t overlook what is arguably the most critical aspect of your mailer. First impressions matter, and you need a compelling envelope design if your mailer is to get noticed, get opened, and earn response.
