It’s critical that your direct mail envelope gets opened.  Research shows you only have 7 seconds to make an impression on your prospect and get them to open the envelope.

Here are some useful tips in selecting the correct envelope:

Must meet USPS Postal regulations

For most cost effective processing, it should be machine insert compatible

Be careful not to use dark or luminous colors.  These will not be able to be sorted by the USPS unless the address block is knocked out.  This is also true for some of the bright Neon colored envelopes.

Color

Color is a powerful branding tool and can promote connection and emotion.  Make an impact and catch the prospects eye.

Utilize the Empty Space

After reading the name and address on the envelopes the recipients eyes will move to images and graphics on the envelope.  Utilize this canvas and create a graphic call to action, instead of just plain text.  Use the back side of the envelope as well.

Addressing and Postage

There are many different fonts you can use to address the envelope.  Choosing a font will depend on the piece.   For an invitation, you may use a more decorative hand written type font, where a business letter will be in a more standard Arial or Times Roman type font.  For a more personalized feel, you can affix a stamp rather than an indicia.

Windows

There are many window sizes available.  This can give the recipients a peek inside the direct mail package and can act as a tease.  The windows can also showcase the offer inside.  Window envelopes are also helpful when distributing confidential information so that the address matches the contents with minimal processing.

Size

There are a few standard envelope sizes, but the most common are #10 (4 1/8 x 9 ½), 6 x 9 and 9 x 12.  Typically #10 envelopes are used for business correspondence, 6x9 envelopes are used for invitations, and 9x12 are used for official documents or important documents, though you can select the size which you feel will best fit your mailing. Be sure that the envelope size corresponds correctly to the printed inserts, and note that larger envelopes will fall into a more expensive postage rate.   

Feel

You can have envelopes made with different weights of paper which will have a different look and feel.  Envelope paper weight and type can help set your envelope apart in the mail but be sure that the paper the letter inside is printed on matches the envelope.

There are a lot of aspects to consider when choosing your envelope, but make sure to consider them carefully, because for your direct mailing to be effective the envelope must be opened.  Also note that you can design the piece as a self-mailer and forego the envelope all together.