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<h1>5 Effective Ways to Push The Inside of the Envelope</h1>

One of the most commonly overlooked opportunities in creating
effective direct mail, is the real estate inside the envelope.
Frequently, marketers will spend many hours crafting a perfect
teaser line or developing a compelling intro to a letter only to
stuff it into a default outer envelope.
In fact, Nearly 3/4 of envelopes sent through the mail are 24lb
white wove #10s. With that type of volume, you need to be able to
break through the clutter. And techniques pertaining to the
envelope is a great place to start. After all, it is the first
thing your target will see. They say never to judge a book by
it&#8217;s cover. The reality is people do anyways&#8212;and the
envelope is the cover to your communication.
Of course if money was no object, marketers would be printing
with gold leaf and playing around with materials designed to
stimulate the senses. Although there are companies where those
techniques would be applicable, there are many cost-effective ways
to stand out from the crowd. Although some companies have strict
brand guidelines to adhere, there are ways to use the inside of the
envelope to maximize response. Here are 5 examples of how to
effectively push the inside of the envelope.
1. Security Pattern People are conditioned to associate
envelopes with protective security patterns printed on them with
important documents or checks. Printing a security pattern on the
inside of the envelope can create a sense of urgency in opening the
package. After all, no one wants to risk throwing out a forgotten
rebate check or their college transcripts.
2. Letterlopes You can create a package where there is nothing
inside the envelope. You can do this because the envelope actually
unfolds to reveal a letter on the other side. These are called
Letterlopes and they are a great way to give the appearance of a
business type correspondence while offering a memorable interactive
experience. And with nothing inside, you are sure to stay under
weight for postage.
3. Scents Imagine smelling oranges while reading a &#8220;Fruit
of the Month&#8221; mailer. There are companies that are able to
add scents to the glue that holds the envelope together. This is
especially effective when producing materials for the food segment
but I have also seen it work with other scents as well.
4. Color It seems simple but sometimes simply adding color to
the inside of an envelope is a nice touch that will guarantee the
prospect will at least open the letter. Imagine a stark white
envelope on the outside with a fire hot red color flushing the
inside of the envelope.
5. Reveals There are new automated production houses than can
now produce envelopes with messages that pop up when the envelope
is opened. And this can all be done inline with personalized
lasered content! The element of delight achieved when seeing a pop
up reveal can be the difference between a response and a one-way
trip to the circular file.
Technology is constantly evolving but so is the intelligence of
our audience. Marketers are constantly trying to develop new ways
to break the monotony of standard white mail. When concepting new
ideas, take great care in developing techniques that pay off the
message. Without cohesion between execution and strategy, it will
appear only as desperate gimmick. Good luck.

<div>Author Info 
Gregory Ng is a direct marketer and creative director for a
leading advertising agency in Boston, MA. Besides writing on direct
mail topics in his portfolio blog, 
<a target="_new" href="http://www.GregoryNg.com">www.GregoryNg.com</a>, he is also
the founder of 
<a target="_new" href="http://www.Noodad.com">www.Noodad.com</a>,
and Senior Contributing Editor of 
<a target="_new" href="http://www.AppleMatters.com">www.AppleMatters.com</a>.
</div>

Article Source: <a href="http://www.innoarticles.com" title="Your #1 Source For Quality Articles">InnoArticles.com</a>
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