Here are some tips to help make your envelope a winner…..

1) Don’t feature your corporate name and address if it doesn’t mean anything
to the reader. For example, there’s a good chance the words “Quicken” or
“QuickBooks” means more to prosepcts than the name “Intuit”. That’s why it’s
okay to put your corporate name, return address and logo on the back of the
envelope.
2) Load up your envelope with copy
There’s no law that says teaser copy has to be just one line long.
3) Don’t use any teaser copy at all
Why the complete contradiction to point number two above? Because there
are times when a blank envelope will work just fine. If there’s no copywriting on
the envelope the reader HAS to open it in order to check out the contents.
Which works best? LOTS of copy or NO copy – for most purposes, when you are
mailing bulk – give envelope copy a shot first.
4) Try using a different size envelope
If you’re locked in to using #10 envelopes, try testing another size. The obvious
choice is the 6″ x 9″ format but consider using a large envelope as a well. Sure
a big envelope costs a little more, but anything you can do to stand out from
the other letters in the pile is a plus.
5) Give a window envelope a try
Very often a window envelope, with the personalized Business Reply Card
showing through, will pull better than a closed face envelope. Consider giving
this a test.
6) Use more than one window
Sometimes a little second window can be used to grab the reader’s attention.
When should you use an extra one or two windows? When you have a four-color
brochure or reply device, and can let some of the provocative copy peek through.
Don’t settle for what you’ve always done in the past. Stretch yourself and test
something new.
7) Use the space on the back of the envelope
It can be a mistake to completely ignore the back surface of your envelope.
You never know how your package is going to fall on someone’s desk. That’s
why it makes good sense to use both sides of the envelope if your budget permits.

A final word…..the envelope really is one of the keys to success in any mailing.
Sure the letter does all the hard selling, but if the envelope never gets opened,
the greatest letter in the world will go unread. Test some new approaches and
see how they work for your company.

Source: Inside Direct Mail – Ivan Levison
Ivan does freelance creative work for such companies as Intel, Microsoft,
Bank of America, and Fireman’s Fund, writing sales letters, emails and ads.