Just as an email’s subject line is crucial for grabbing attention, the envelope of a traditional mail piece plays a pivotal role: it needs to be compelling enough to be opened, read, and acted upon.

Notifications from emails, chats, and message boards bombard us all day long. Each of them wants our attention, creating a digital overload. Many people have found ways to quickly sort through the noise with filters, disabling notifications, and mass deletions. When the email or notification isn’t opened, the message isn’t delivered. If an offer isn’t read, the conversion can’t happen.

This is part of the reason why email marketing can have a low conversion rate – people simply are overwhelmed and not engaging. However, research shows that integrating print with digital campaigns can substantially boost conversion rates. Unlike digital interactions, the tactile experience of opening an envelope elevates ordinary mail into a powerful, memorable brand experience.

Creating Engagement

The tangible nature of mail forces engagement. Unless someone stands next to their mailbox and swipes all the contents right into a trashcan, they will interact with the piece in some way. When mail is personalized, fun, and relevant to the recipient, that engagement is practically guaranteed.

Personalized.

Using the recipient’s correct name is important. This includes not sending mail to someone deceased or no longer at the address. That could be traumatizing or, at best, dropped into the trash. A good list is critical to prevent wasted money and is part of the work of the direct mail provider.

Fun.

Using different size envelopes, different paper textures, vibrant colors, or interactive elements all add to the interest of an envelope. We will talk more about this in a bit.

Relevant.

Mail that speaks very directly to an interest of the recipient also increases engagement. Consider how you personally interact with mail. When you receive a card on your birthday, or receive something you ordered, you tear it open. When you get mail that gives you coupons or special information from a company you want to do business with, you clip it or go online for more.

Custom envelopes can be a game changer when it comes to personalized, fun, and relevant mail pieces. When done well, they ignite curiosity and invite the recipient to open it – often with a much bigger payoff than opening an email.

The Power of Custom Envelopes

Several business benefits can be found in custom envelopes. They become an essential component of branding and communication by incorporating and enhancing your company’s colors, design elements, and logo. Every mail piece is an extension of your business brand and therefore makes it stand out in the mailbox.

When your custom envelope lands in the recipient’s hands, because its unique design, it is memorable. This increases the chance of conversion because it connects to them differently than standard mail, and especially more than just another email. Custom envelopes also offer the flexibility to vary the weight, size, color or message for more interest.

Well-designed custom envelopes communicate professionalism. The design is appealing, with an attention to detail and this delivers a lasting impression that enhances credibility. Adding a personal touch fosters relationships.

The Process for Creating Custom Envelopes

Like many things in life, we can take envelopes for granted. There are so many available options, and the blend of these are what make them both practical and impactful. Consider:

  • Size
  • Folds & Glue
  • Color
  • Paper texture & thickness
  • Windows

Each one of these components will change not just the appearance, but the interest of the piece. For example, consider how differently these two experiences could be:

An oversized envelope that opens on the side for a card to slide out, revealing text as it is pulled. The envelope is high-quality and white with specs of color, like flower petals may have been pressed into it. A company who sells wedding dresses has engaged the recipient excited for their big day with this custom style.

A square, black envelope arrives with a stamped embossed logo. The customer recognizes the signature look of their favorite store’s color and brand. They open it to discover a birthday greeting and gift certificate to the store.

In both cases, the retailer has captured their branding and connected with the recipient in a very special and memorable way.

Envelope Converting

The process of creating custom envelopes involves choosing paper, size, folds and glue area. It is used when a customer’s branding needs can’t be met with standard stock envelopes.

The companies who manufacture the unique styles are called envelope converters and they create the personalized, branded envelopes that align with the desired messaging needs of the customer, including those for businesses, non-profits, and political campaigns.

The technology needed to produce large quantities of branded, custom envelopes must be easy and efficient in order to keep costs low for those wanting to increase open and response rates from the mailers, and maintain a positive ROI (return on investment).

Making an Impression with Branded Envelopes

Transform ordinary communications into memorable experiences with these suggestions:

  • Start with branded envelopes that feature your brand colors, logo and tagline.
  • Personalize the pieces using variable data printing (a good list) to grab their attention and make them feel valued.
  • Incorporate different sizes, shapes and textures in your campaign pieces to help them stand out.
  • Use professionally designed graphics aligned with your brand to make your pieces visually appealing and engaging.
  • Consider foil stamping, embossing, coating and other visual and tactile finishes to enhance your brand story.
  • Don’t be afraid to use offers or promotional messages on the envelope itself to entice recipients to open and learn more.
  • QR codes on the envelope also increase engagement and open the opportunity for digital rebranding, immediate conversion, and tons more information than can often be included in a mailer.

Envelope Design Assistance

Plumb Marketing can not only be your envelope converter, we can curate a direct mail list, allowing us to be your one-stop shop for designing, printing and mailing your direct mail campaign.

Our mailing experts know what it takes to meet specific branding and marketing objectives for:

  • Custom envelopes
  • Post cards
  • Direct mail letters
  • Promotional mailers
  • And more

Dedicated to the highest standards of quality, we ensure every envelope and mail piece meets your expectations for creating your lasting impression, but also the demands of the USPS. Our competitive pricing offers cost-effective solutions without compromising quality. Our quick turnaround times meet your deadlines for efficient delivery of mail when you need them, for the highest impact and return on investment.

Whether large quantities or small batch, we ensure top-quality manufacturing of your custom envelopes that leave the positive impression that reflects your professionalism and brand identity.

Envelopes and Direct Mail

By using custom envelopes strategically in your direct mail campaign, you transform ordinary communications into compelling marketing tools.  The envelopes enhance your brand image, capture customer attention, increase engagement, and set you apart from not only your competitors, but other mail. This can lead to improved direct mail conversions and a stronger brand presence.

With the cluster and chaos of digital noise, the tactile world of print is a refreshing and welcome change of pace.

If you are ready to learn more, contact Plumb Marketing today to work with a designer and get inspired to transform ordinary mail into a memorable brand experience.

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