Direct Mail: The Envelope

November 22, 2004

5 Ways to Get Your Envelope Opened

By: Adams Hudson

If your letter doesn't get opened, you can't get response. (Genius, right?) Many people miss this by sending dumb logo envelopes with crooked labels and metered indicia. This combination is the kiss of death. However these 5 are winners...

Use a #11 envelope. Sticks out of the stack, costs no more. Also great if you use a #10 Business Reply envelope inside.

Lumpy bump in response. "Lumpy" mail (a non-flat item enclosed) increases top of the stack chances. Achieved 41% greater opening than flat mail.

Manila "square" envelope or window envelope achieved 21% greater opening.

"Unfinished sentence" teaser copy (in blue, hand font) increases opening %. Main point: Make it interesting or you lose 'em.

First-class or Standard postage using a live stamp greatly improves opening %

Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out on the web for free marketing tips or call 1-800-489-9099 for more info.

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