Direct Marketing News

What’s inside the envelope is irrelevant if it never gets opened and often, envelopes go to the trash still sealed. When putting together a direct-mail campaign, it is very important to give careful thought to the envelope design most likely to be opened by the most number of prospects.

One choice, I have found to be the best approach to contacting new prospects is the Sneak up envelope without any business related information on the outside and made to look like a personal letter from a family member or friend, typically there is a hand written address and return address with a first class “live” stamp or a typewriter font can also be used effectively, do not use labels.

Another choice I have used effectively is the “Teaser Copy” -copy on the outside of the envelope selling the prospect to open and reading the copy inside. One of the rules to follow when putting your business information on the outside of envelope is to use the teaser copy and if your going to use teaser copy then use a lot of it because the cats out of the bag at that point and the envelope is now a sales copy to get it opened.

Other choices are deceptive (but not illegal) designs, like close copies of Federal Express/ Priority Delivery…they must be very official looking envelopes, such as the brown Kraft, with seals and directive panels…window envelopes with check like documents inside showing through the window.

Each approach is different and no one approach is ALWAYS better then the other and each has there application. The most important thing to remember is to NOT let the envelope design go to the wayside, put as much thought into the approach your envelope will take to the prospect, remember that it is as important as any other decision in the entire direct-mail package.

Mark Peck
Dan-Kennedy-Store.com
MLMSalesTips.com

Mark Peck has been in using direct response advertising to promote his computer consulting and information products for 25 years. visit http://www.mlmsalestips.com for direct mail courses and signup for our FREE newsletter and courses.

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