Small Quantities of Envelopes Equals Big Success
Remember that infamous episode of Seinfeld where George’s fiancé Susan dies from licking cheap wedding invite envelopes?
Improving your open rate
We’ve all heard this over and over: the most important part of a mailing package is the envelope. Then why do so many customers leave this to the end? Designing the envelope for maximum impact elevates the message inside. According to Luke Galambos, Galambos Associates, “They are not only a means of delivery but an extension of the communication experience. Envelopes are often overlooked, but (as a designer) we consider every component when creating an impactful first impression that demands to be opened.”
Here are three of the hottest trends in making your envelope stand out:
Window envelopes. They’re one of the old stand bys—but they’re not just for bills any more. They can save businesses millions of hours and dollars in address printing costs. But even better, they can be an important creative element. Think about special shaped windows—how about a custom shape like a star, circle, or even just a different shaped box. Others use their windows to draw attention to their colorful designs and artwork contained within. It’s a great way to get 4-color impact from a more-cost-effective 1-color envelope!
Colors, colors and more colors. Research by the Newsletter Publishers Association (NPA) shows that colored envelopes usually outpull white envelopes by 20%. According to direct mail specialist Galen Stilson, “A shocking pink envelope will get opened before a white envelope. Whether it will do any good is a direct function of what is inside. At this point, just surviving the clutter on their desk is the goal.”
“Official” mail. Typically a technique that ramps up during tax season, outer envelopes are made to look like official or important correspondence by using barcodes, ‘air mail’ imprints, and teaser lines such as ‘do not destroy’, ‘dated mail’, and the ever popular ‘personal and urgent’. If your client is using this technique, make sure that the USPS approves your design to avoid copying their official markings.
Tips for on-press digital success
More and more printers, especially in-plants, have discovered acquiring small digital envelope presses has helped their speed, production, and orders. With the availability of presses like the ones from Xanté, many in-plants that have outsourced envelopes are now creating insourcing opportunities. Another digital press that can print on envelopes is the Meteor series from MGI.
What’s the biggest thing to remember when digitally printing envelopes? “Digital presses like to have the flap extended to prevent the heat and humidity from the fusing process to activate the seal gum” said Vincent Giannetti, Director of Envelope Operations, Mohawk. “Side seam envelopes with square or wallet flaps do seem to print better.”
Tips for Envelope Success
- If your customer’s response rates are heading downwards, try out a different color envelope.
- A window envelope may be a great cost saving solution…and, if used creatively, a sure attention getter.
- If you’re printing envelopes in-house, see what else you can print on your press. Could you be doing name tags, post cards, or shipping labels too?
- Take advantage of Mohawk’s easy to use templates.
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You get an RFQ for a direct mail package, but something’s missing.
An envelope is a simple and familiar form. It requires no power source or special reader to be held, read and understood. Equal parts function and first impression, an envelope has all the right elements to make any project exceptional.
Mosaic, for creative print and packaging solutions.