Marketing campaigns, special announcements and pitches to clients are sent out of offices every day. The recipients are often collecting them from their mailbox along with dozens of other offers from other companies, each trying to win their business too. What is inside the envelope can be the most amazing offer ever, but unless a person is willing to actually open it, they will never know. The answer is not to just have the names and addresses of potential clients, but to find a way to encourage them to actually open the envelope and read what is inside.
Add Some Color
A white envelope with black text is not going to stand out from the crowd. Try using a colorful font, or a colored envelope to get noticed. Patterned envelopes, rather than a solid color, may help to gain attention as well.
Include Luxurious Touches
High-quality paper, metallic inks and embossed envelopes will instantly feel different in the hands of the client. This may be enough to make them stop and take a closer look.
Make Unique Windows
Rather than a rectangular address window, create one that is a unique shape or add an additional one that peeks in at something in the envelope. The additional window can be covered with colored cellophane or plastic to make it stand out more.
Remember the Logo
Companies spend a lot of time and money designing their logos, so make certain it is on the envelope. This can encourage past clients to open the letter when they recognize the logo. It will also make the mailing look more professional than a bland, address-only envelope.
Decorate with Graphics
Pictures and illustrations always draw attention, no matter where they are used. Include a graphic on your envelope, or even a peel-off sticker. These items may make the recipient stop for a few seconds and look over the envelope more, rather than just instantly dismissing it.
Use a Teaser
Encourage the recipient to open the envelope by promising something inside. This could be a free offer, the perfect answer to a common problem, or an amazing sale they have to see to believe. That can be enough to encourage many to open the letter and spend time reviewing what the business has to say.
Cold mailing is difficult and every company is working hard to get people interested in what they have to say. The first step is to get the potential client to actually stop and listen. Something as simple as a sticker or interesting font color may be enough, or it may not. A good way to narrow down what works best for customers of a particular type of business is to try a variety of approaches initially and see which method seems to illicit the greatest response. For more information, consider contacting a professional like those at The Print Shop.
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