No matter your mailing list, no matter your message — a successful direct mail campaign starts with the right envelopes.

We’ve all heard the advice, “don’t just a book by its cover,” over the course of our lives, but the fact of the matter is that the cover is what makes the first impression on potential readers, and whether we think it’s fair or not, first impressions are everything. Regardless of how much thought you’ve put into your message or how fine-tuned you’ve made your mailing list, the right envelopes are key for creating a successful first impression in your direct mail campaign. Here are a few things to consider when selecting the right custom printed envelopes for your direct mail campaign:

#1. Shape

The standard envelope shape is rectangular, and although the United States Postal Service prefers these standard, rectangular envelopes, a new shape can make a world of difference for your open rate. At Worcester Envelope, we have an endless amount of options when it comes to your direct mail envelopes, and we can help you find the right shape to get your message across and make a great first impression.

#2. Size

Too many direct mailers end up in the garbage before they are even opened, and part of the reason for this is that recipients know how to recognize a standard business mailer simply by the size of the envelope. The experts at Worcester Envelope Company have some news for you — you’re not limited to a standard outer envelope size. You may have to pay a little more for postage, but sending non-standard envelope sizes can help to increase your open rate and, therefore, your return on investment.


#3. Back Flap

The back flap of the business envelopes is one of the most underutilized spaces in the marketing world. There are many ways you can utilize this space, but one of the best options for the back flap of your envelopes is a call to action. This is also a good place to add the return address, particularly if you have filled up with the front of the envelope with other ad copy.

#4. Teaser

Businesses use teasers all the time in email marketing campaigns, but did you know that a teaser can be just as effective in your direct mail campaign? Think of the teaser like the subject line in an email. It should give a glimpse of a benefit or ask an intriguing question designed to entice your reader to open the envelope to find what’s inside. With a little A/B testing, you can find an effective teaser for your mailers.

#5. Texture

If you send an outer envelope that has an interesting texture, you are automatically giving yourself a one-up on your competition, simply because your envelopes feel different. If your budget doesn’t leave room for different textures, look into using a varnish or a faux finish.

These are just a few of the many things to consider when choosing envelopes for your direct mail marketing campaign. Stay tuned to learn more, and contact us today for your free quote on custom printed envelopes!