The biggest hurdle for an envelope sales package is getting the envelope opened. If the envelope is not opened, no sales will be made! We MUST make sure we find a way to get the envelope noticed, and it must intrigue prospects enough that they will want to open it.
You must put serious thought into the envelope you use or you will risk wasting your direct mail dollars on printing and postage for a sales piece that will not bring you a good return. If the prospect receiving the envelope is not intrigued by the outside of the envelope, or the teaser copy, then it will go straight into the trash.
If you have a pile of mail on your desk and a FedEx or UPS Envelope, which will you open first? Will you go through your stack of mail first OR will you open your FedEx/UPS envelope?
I’m not a betting man, BUT…
I don’t buy scratch-off tickets. I don’t play the lottery. And if I’m in Vegas, I’m not going to put a nickel in the slot machine. I’m not a big gambler. I know I stand a better chance at making extra money by working a little harder or putting a new business deal together.
However, even though I’m super conservative, I’d be willing to bet a small fortune that 95% (maybe even 99%) of you would open the FedEx or UPS Package BEFORE you go through your mail.
Why? The package creates a sense of urgency. Everyone knows that it costs more to send a letter via FedEx or UPS than it does through the Postal Service. If there is a special package on your desk that someone paid extra to send you, then it MUST contain something important – right? Since it is important, you better open it first!
Not only will these special packages get opened first, but you’ll take more time to review the contents than you would a letter that came through regular mail.
Take a look at the envelope one this page. At first glance, can you guess who the carrier is? It’s obviously not FedEx or DHL. Do you think it’s from UPS? Most people do. They take a quick look at the envelope and think that it’s from UPS.
This special envelope is actually a UPS Mail Innovations envelope AND it’s mailed through the United States Postal Service. It will show up in your mailbox OR P.O. box!
UPS Mail Innovations works with the U.S. Postal Service, providing the pick-up, processing, and interim transportation of mail, with final delivery being made by the Postal Service. The delivery time is the same as First Class Mail. The package even comes with a bar code so the package can easily be tracked. They also offer a variety of other boxes and sizes to pick from.
Let’s take a look at another type of envelope. I received this 6×9 window envelope in the mail and it got my attention.
The words “Losing Weight” and “drinking Coffee” caught my eye. I don’t respond to diet offers … I never have. I’m not saying I couldn’t lose a few pounds, but I’m not heavy enough to get on the next magic pill. However, I LOVE coffee! That’s what REALLY caught my eye. The fact that this envelope tied in Losing Weight and Coffee is interesting. Could I actually lose weight by drinking coffee? That would be very cool!
The envelope gets opened because it has GREAT teaser copy.
Let’s look at one more envelope.
I’m sure you have all received an invitation or special card in the mail. You are able to immediately identify them. They are always on nicer paper stock, maybe linen, and are not a standard envelope size that you normally get in the mail. It looks different and feels different.
When you receive an invitation in the mail, do you put it at the bottom of the pile and open it sometime next week?
Of course not!
Most of the time it’s opened between your mailbox and your kitchen table. You want to know what’s inside and what you are being invited to.