You’ve done it! It is perfect! The design is unique, sure to pull the reader in. Your message is clear with a great hook line. Everyone on the team agrees this piece is sure to get a great response rate. All that is left is the envelope. Oh yeah… The envelope…

If a direct mail envelope had a title, it would be Director of First Impressions, yet too often it is an afterthought in planning a campaign. It doesn’t matter how effective the materials inside are; if the envelope exudes ’same old stuff’ it is doomed to the recycle bin unopened. It’s estimated that this is the fate of nearly half of the mailings sent. The question is how to pique the curiosity of your target market and make sure that your message (and all your hard work) is not for naught.

When designing a mailing, it is useful to think of the envelope as the store window of the direct mail world. There are plenty of ways to draw people in. You just need to decide what way will work best and most contribute to your campaign.

Custom printing is a great way to pull your market in. With words or images you can convey a clear message of what to expect within.  Tag lines and teasers can hint at what is to come if they’ll just break the seal and look inside. Envelope design should be used to enhance your piece as a whole, to reinforce your message, not just as a tool for luring the consumer in.

Consider the paper your envelope is made of. Envelopes are tactile as well as visual. Do you want the envelope to feel sleek in their hands, conveying a hint of glamour? Try a smooth coated sheet. If you are marketing high-end quality products, think of stationary envelopes made of uncoated paper with a textured finish. A watermark and diagonal seam construction are also subtle marks of investment.  If you seek to convey a message of environmental stewardship, consider using an envelope made of recycled or alternate fiber. Don’t forget to incorporate eco logos into your design too.

Envelopes of varied shapes and sizes attract attention. Consumers associate different sized envelopes with their content. Baronial and A-Style (also called announcement style) envelopes suggest an invitation. Catalog envelopes, which are larger with a center seam construction, suggest official documents are enclosed. Unusual or custom shapes and sizes may work to your advantage by removing preconceived association and eliciting curiosity.

With all of these options, be sure to keep a few logistical factors in mind. Custom sized envelopes take time to manufacture and can be cost prohibitive. If your piece is being prepared for mailing on automated inserting equipment, know the equipment capabilities. Likewise, to take advantage of USPS bulk mailing rates you should be sure your piece meets their standards.

Keep these things in mind, take your time on the envelope design, and your piece is sure to get a great response rate!

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1. Promotional Postcards vs. Full-Page Flyers