• Size
• Paper stock
• Ink color
• Special coatings

• Personalization
• Folding
• Die cutting
• Perforations

Curiosity

Creating curiosity is a great attribute to a mailer and can be accomplished by using an incomplete sentence or story to lead them to the inside of the envelope.  A headline can be put on the outside of the envelope as well.   There are lots of options that a good marketing firm can assist with. 

Targeting

Design the envelope according to the target and produce the materials targeting that group as the response rate will be greater if the recipient feels the mailing is being sent to their particular industry sector. Also personalizing the message to the interests of the people in the mailing.

Attention Getter

A window, other than an address window, can be placed on an envelope to allow the recipient to view part of the content and can generate curiosity to increase the response of that mailing.  Having something like device, such as coins, stamps, discount cards, membership cards or sample products, show through the window will increase response.

Transparent envelopes are also good and work like a window in seeing the envelope content.  A transparent envelope allows you to view all of the content on the front and back side of the package. The information you do not want viewed before the envelope is opened can be collated between the top and bottom pieces of the package.

The transparent envelope makes it easy to view the important information, items that imply value and enclosed selling devices. Transparent envelopes also come in colors to add another creative design feature to your package. 

Value

Using value or making the envelope look well made and important is a an additional way of getting the recipients attention and a high response rate.

• Make a statement on the outside of the envelope about the value or importance of the content.
• Use a specialty type envelope.
• Have the envelope made from a specialty grade of paper.
• Add seals and stickers with messages.
• Indicate that there is something to respond to free inside of the envelope. (if applicable)
  

Urgency

Conveying the feeling of urgency makes people feel as they do not respond, they will be missing out on an opportunity.  Expiration dates, limited quantity available, are tow examples of ways to express the urgency of an offer.

Envelope Size

There are many standard size envelopes and these are available in different styles and colors. The most commonly used size in direct mail is a 6" x 9" booklet and is a size that works for many mailings. It is the largest size that some inserters will take. 

Using a standard size envelope is generally the most cost effective option but if the mailing is large enough and have the time for a special special order than a custom envelope can be almost as cost effective and worth the increase in response that it may create.

When choosing an envelope that is custom made, be sure to consider postal regulations so that the envelope complies with the minimum and maximum requirements. Failure to comply to the postal requirements can increase your postage costs dramatically. Also, if you want to use automated rates, there are other guidelines that must be followed. Automated rates are approximately half of regular First Class Mail rates.

To see details on the postal requirements, see Postal Regulations - Outgoing Mail.

Mailing Package Alternatives

There are alternatives to using an envelope like a box, tube or polybag.  Expect costs to increase over envelopes

• 8 1/2" x 11" is a standard business size.
• 7 1/4" x 10 1/2" monarch implies that it is a personal letter.
• 5 1/2" x 8 1/2" resembles an informal note.

Using a non-standard size may add more interest than  a standard size. An 11" x 17" can be folded to an 8 1/2" x 11", giving four pages to present your message.

Your letter can be most any size that fits with the overall concept of your promotion. One thing to keep in mind is how well it will cut out of a standard stock size, eliminating as much waste as possible. The cut out is something that should be checked with the production department.

The letter should be easy to read and have a good look to it. Using personalization, headlines, bold type, handwritten notes and drawings or photos will help stimulate interest. Use short easy to read paragraphs. If it is a business letter, it should be more formal and printed only on one side.

• Use the largest area of your brochure to show the best illustrations of your product.
• The opening or the front page should be used to express your main message or offer.
• Make the message appeal to their needs and emotions.
• Express what benefits the product or service can provide for them.

• The response piece is generally about the size of an envelope. Be sure it is large enough to be noticed.
• If it will be returned in a reply envelope, be sure it is a size that can be easily inserted into the envelope.
• If the response piece is a self mailing card, be sure it is large enough to meet postal requirements,
  
• It should contain easy to follow instructions and sufficient room to enter information, making it easy to use.
• Response pieces that are order forms should list all of the available items so that the respondent only has to check the item or fill in a quantity.
• Requests for information should make it easy to understand exactly what they are requesting.
• Add a look of value to help attract the attention of the respondent. Some ways of attracting their attention are shown below:
  
  • Make it look like a check or certificate
  • Use a border that resembles that of a traveler's check or stock certificate
  • Use seals, foil embossing and stamps
    
• The location of the response piece in the mailing is important. It could be the first or last thing that you want them to see. If it contains the offer, you may want it to be the last thing so they see the entire message about the offer first.
• It could be a section at the top or bottom of the letter so that it is sure to be seen. It is then detached to be returned.
• Provide a pre addressed business reply envelope or if a reply card is used, be sure that it is pre addressed.

• Prepaid postage on the reply envelope or card is an added feature that will result in an increase in responses.

The reply envelope can be designed creatively to reflect the theme of the promotion. When designing the envelope, there are some restrictions that have been set up by the United States Postal Service as to where copy can be place on the envelope. Following the guidelines will still give you some good options for creatively placing copy. The envelope can have postage prepaid or request that a stamp be added.

For details on the USPS guidelines for business reply mail, see Postal Regulations - Business Reply Mail.

The back of the reply envelope can also be printed. It is a good place to remind the recipient of the necessary steps that must be followed when filling out the respond card.

The self mailer forms its own outgoing envelope and can have a business reply envelope included as part of the mailer. There are many formats available with unlimited possibilities.