Do Direct Mail Envelopes Really Matter?


There are many aspects of a direct mail marketing campaign, including the mailing list, the mailers themselves and the envelopes. All three of these parts are essential for a successful campaign, but too often, people overlook the importance of direct mail envelopes. The fact of the matter is that the envelopes you choose for your campaign can have a direct impact on how successful it will be. Here are three big ways that direct mail envelopes can make or break your campaign:

#1. Open Rate
Have you heard of the 3:33 rule? This common rule is one that every direct mail marketer should keep in mind, because it’s a reminder of just how quickly you need to be able to grab your readers’ attention. According to this rule, to keep your mailer out of the trash, you need to make your envelope stand out from the pack in three seconds or fewer. From there, you have 30 seconds to engage the reader and then three minutes to get the reader to respond. However, without the ability to grab your readers’ attention with that first three seconds, they will never be engaged or respond, and that’s the power of your direct mail envelopes. When it comes to open rate, nothing is more important than having an effective envelope.

#2. Brand Awareness
Did you know that almost 60 percent of consumers prefer to buy new products from brands they are familiar with? Furthermore, 21 percent of consumers say they purchased new products solely because they were from brands they liked. Building brand recognition is key to the success of your business, which is why brand awareness is the primary objective for marketers today. But building brand awareness can take time. The more you are able to get your brand in front your readers, the more recognition and trust you can build in your brand. Your envelopes are the perfect place to build brand awareness. Not only do your readers see your branding, but think about all of the people handling the mailer who also see it before it reaches your readers. All of those impressions, whether intended or not, can really add up.

#3. Return on Investment (ROI)
The entire point of doing direct mail marketing in the first place is so that you can see a return on your investment, and the envelopes you choose can have a huge impact on your ROI. The ROI of your entire campaign is determined by how many people actually act on your offer, and to do that, they must first read it. However, if they never open the envelope, they cannot possibly act on the offer. The point of your direct mail marketing envelopes is not to get your readers to convert but to convince them that what’s inside is worth opening the envelopes. If your envelopes are unsuccessful, it will make your entire campaign unsuccessful, which is why your direct mail envelopes play such a vital role in your campaign’s ROI.

The bottom line is that the envelopes you choose for your direct mail marketing campaign matter. If you’re not taking steps to maximize your direct mail envelopes, there’s a good chance that you’re missing out on some of the truly incredible benefits that come with using effective direct mail envelopes. But, luckily, Worcester Envelope Company is here to help. As your go-to business envelope provider, we can customize your envelopes to your specifications, and we offer a huge selection of shapes, colors and sizes to choose fun.

Don’t let boring, ineffective envelopes hold your campaign back. Let Worcester Envelope Company take your campaign to the next level. Get your free product quote today.