Your grandpa's marketing campaign of sending out flyers and letters, is just that: grandpa's strategy. It's old, slow, and just doesn't appeal to people the way it used to. Nowadays people are "pushing their envelopes" with new strategies- ones that work in the present.
When a prospect picks up your envelope, together with his other post, he spends less than three seconds assessing whether or not to open it. Naturally, this problem means that direct marketers are tempted to "spill the beans" on the envelope; pushing their features and benefits, even the offer. This is a big mistake.
The envelope is merely there to carry the contents inside it but this has pushed marketers to think of creative ways to design them even more so.
One company decided to test regular envelopes with designed ones to see which ones would entice prospects more so.
These were the results:
They found that when readers weren't sure what was inside, they were more inclined to open the envelope. They wanted to know what the offer was and not the name of the company since this can lead to conclusions with certain reputations.
Therefore, here are a few tips that are best to follow.
Don't overdo it
Advertisements are meant to come "in" an envelope, not "on" an envelope. Keep all those fabulous deals to yourself until the recipient has actually opened up your mail. You wouldn't give a ride to a hitch hiker holding a knife, and no one's going to open mail that's already stabbing them in the eyes with neon colors and prices in large fonts.
Make it Personal
If the mail is addressed to an anonymous addressee, then the "recipient" won't feel that it's even meant for them. Find out the name and title of the people you're sending offers to and find out if they're the sort of people who even want to receive them. Just as it doesn't make sense to waste your own time on someone who'll shred your offer in an instant, it doesn't make sense to waste time to shove it in their mail box.
Add a personal touch
If you take the time to handwrite their names, then some of your list will take the time to open your envelope, and read what's inside. Nothing makes a bigger or better impression then handwritten notes, and envelopes. It's these personal touches that add style, and class to any envelope, and indeed to any company. By deciding to write their names by hand, you put your company at a higher level then the rest, and guarantee long term faithful clients.
Put your Logo on the envelope
If you are spreading your ideas to people that already know you well, including your logo would positively push them to open it more so. The logo normally goes on the front top left corner of the envelope.
Finally, don't be scared of a trial run
Make sure to test the envelope to be certain that it works. Have the right combination to make your marketing campaign succeed.
