“The OE” is part 1 of a 6-part series that examines the purpose, structure, and value of each element in a typical, multi-component direct mail package. Because direct mail SHOULD BE viewed as a highly personal communication, this series offers an analogy that associates effective direct mail with the communication cadence of a successful door-to-door salesman.
The Outer Envelope — a the first impression that will either attract — or repel
If a door-to-door salesman approaches your home, his appearance will certainly affect the chances of you answering the door and at least listening to his initial greeting. If the salesman looks disheveled, untrustworthy, or similar to a nuisance solicitors you have encountered in the past, the odds are you will decline being receptive to the message — and in fact may not even open the door.
Just as a salesman must create a first impression that captures a prospects trust and interest, the mailing envelope or “OE” of a direct mail package has but a few seconds to attract and engage—or repel and end up in the “circular file” of discarded deliveries we properly refer to as “Junk Mail.”
Just Like a salesman whose appearance and opening lines earn him an invitation inside to present more, a properly written and designed OE’s should focus solely on those objectives:
• To visually establish trust and create engaging intrigue
• To immediately convey message and topic relevance
• To convince it is worth the recipient’s time to learn more
• To promise a real value that can be obtained simply by hearing more
• To elude to an even greater value available if interested,
Conclusion
Direct Mail creators should approach envelope design as if they personal sales professionals, viewing the design of— and messaging on — the OE as the important first impression that will yield either continued receptive success OR immediate discard and failure. With 35+ years of experience creating winning direct mail, Kroha Direct Mail greatly improves your OE’s chances of cutting through the mailbox clutter to get to noticed and opened.
