When you think about envelope design, colors and artwork are probably the first things that come to mind. However, there are many more envelope design options than most people realize – and taking advantage of those options can be the difference between a mailer that flops and one that flourishes. Influence direct mail success with these ten envelope design hacks proven to boost open and response rates.
1. Interactive Openings
Envelopes that are difficult to open are easy to throw away. Interactive tear strips differentiate your mailers and are fun and easy to open. Perforated edges are likewise easy to open and suggest value (such as a check inside). Peel strips (think “lift here to open”) are other options that simplify opening and lend a sense of excitement to your mailers.
2. Print on the Back
We’ve found that 97% of people almost immediately flip envelopes over to look at the back – yet most marketers ignore the back altogether. Instead of leaving the back blank, take advantage of that valuable real estate by adding messaging that boosts open rates.
3. Use Shape-Cuts
Shape-cuts add a unique visual dynamic that helps your envelopes stand out in the stack. A trailing edge, for example, can be paired with artwork and copy to call attention to your special offer.
4. Add Custom Tint
Custom inside tint can serve two purposes. First, it adds a layer of security by making it impossible to see the envelope’s contents when held to light. This is ideal for checks, legal notices, medical information, and other sensitive documents. Second, custom tint can reinforce branding; for example, you can print an interior pattern featuring your logo.
5. Include a Bang-Tail
Bang-tails are tear-off coupons or forms attached to your envelopes. They’re impossible to overlook and perforated for easy detachment. Pair a bang-tail with a return envelope to simplify remittance and orders. Example use cases include nonprofit donation requests, banking and credit card promotions, and subscription renewal notices.
6. Sensory Embellishments
Make your mailers stand out with embellishments that lend tactile sensations. For example, your envelope can feature a vertical emboss that raises your design or paper with a soft touch coating. Visual embellishments include matte paper for an elegant sheen, gloss paper for an exciting shine, or a striking metallic paper that’s impossible to ignore.
7. Incorporate a Double or Shaped Window
Standard envelope windows typically reveal the recipient’s name and address. You can add a second window that inspires curiosity by teasing what’s inside, such as a gift card, discount, or special offer. In addition, you don’t need to stick to a traditional rectangular window. Instead, design envelope windows shaped like your logo, a product, or an arrow to differentiate your mailer and highlight your offer.
8. Use Foil Fonts
Foil-stamp typography lends excitement and a touch of elegance to your envelopes. Their bright sheen commands attention, suggests value, reinforces your brand, and, ultimately, increases open rates.
9. Go Big
When you flip through a stack of mail, it’s no secret that the largest envelopes stand out. Large envelopes suggest importance and value within – and they work. In fact, some experts state that oversized envelopes boast open rates of 6.6% compared to 4.3% for standard envelopes.
10. Use Extended Envelopes
Extended envelopes – or Extendalopes – feature one or two drop-down panels that provide expanded real estate for your messaging. They also have zipper openings for interactivity and ease of use. Extendalopes differentiate your mailers, are fun to open, and provide ample room for artwork and copy that motivate opens and response – in fact, one of our customers saw their quarterly rewards mailer response rate skyrocket from 1% to 8% with Extendalopes.
Envelope design isn’t limited to artwork and colors. It encompasses all envelope attributes, from shape and size to windows, materials, and finishes. Consider how each of these elements influence perception and how they can collectively command attention at the mailbox to boost open rates and response.
