The Outer Envelope reveals the immense importance of this simple but critical marketing element. This is part 1 in a 6-part series detailing the focused role each component plays in a typical, multi-piece direct mail package. To help better explain these roles, this series draws a comparison between mail components and the presentation strategy used by many successful door-to-door solicitors.
In this Series:
“Offer” references the response incentive offer that a package should be structured around.
“Offering” references the core product or service that is ultimately being solicited.
The Direct Mail Envelope: a first impression that can attract and engage — or repel
If a door-to-door salesman approaches your home, initial appearance will certainly affect the chances of you answering the door to at least listen to an initial greeting. If the salesman looks disheveled, untrustworthy, or similar to nuisance solicitors you have turned away in the past, the odds are you will not be receptive — and in fact may not even open the door.
If a good first impression is made, then the initial messaging from the salesman will lead you to quickly determine if his message has any relevance or value for you.
Just as a salesman must FIRST capture a prospects trust and interest, the Direct Mail Envelope has but a few seconds to do the same. To attract and engage—and to establish an interest level that deters being tossed in the “circular file” of discarded, unopened deliveries that are commonly (and appropriately) referred to as “Junk Mail.”
Good Direct Mail Envelopes convey value clearly and quickly
Like a salesman whose appearance and opening line can earn an invitation to present more, a properly written and designed envelope should focus completely on “first impression” objectives:
- Convey OFFER value
- Establish topic, OFFER, and OFFERING relevance
- Establish interest and trust through appropriate, engaging format and intriguing design
- Allude to a value associated with taking a moment to learn more • Allude to a greater value associated with the OFFER and OFFERING
In Summary
Direct Mail creators should approach envelope design as the first part of an in-person sales script— focusing the design and messaging solely on creating a relevant and engaging first impression. One that counters rejection through a promise of real value gained my simply taking a moment to learn more.
With 35+ years of experience creating winning direct mail, KROHA Creative greatly improves your OE’s chances of cutting through the mailbox clutter to get to noticed and opened.
