More Ways to Get a Marketing Envelope Opened

by Joe Swatek

Some days ago, I showed you examples of two envelope promotions that used faux checks in the envelope windows. There are a few marketing techniques on the envelopes themselves that I want to point out. These techniques also help get attention and encourage the prospect to look inside.

 

Let’s begin with the return address. The name Direct Funding implies someone really might be sending me a genuine check in the mail. I absolutely must see for myself. A bank or credit union logo serves the same purpose.

Under the return address is the notation, “Dated Material.” That lends importance to the envelope and whatever it’s carrying. But for most promotions, it simply means there’s a deadline to take advantage of the offer.

We know from tests that real stamps on an envelope attract the most attention and make the campaign mail look more like “real” business correspondence. Instead of printed indicia, this envelope uses a meter. Not as effective as a real stamp, but falls somewhere between the two methods. The meter may give the prospect the impression this business envelope was prepared individually.

Notice the eagle image in the meter. It refers to the postage, but it’s not necessary. It gives the envelope another hint of being official government correspondence. The other envelope, from Reverse Mortgage USA, shown below, includes an eagle image with its pre-printed indicia for the same reason.

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