Envelopes: tips and tricks.

• Author: Wachtel, George
• Position: Letter Doctor

"You never get a second chance to make a good first impression." That is why the structure and words on a sales mailing envelope can be critical to whether the piece is open and read ... or tossed in the (recycle) trash unopened. Here are some tips and tricks the professionals use:

1 Envelope Size: The vast majority of business mail goes out in a #10 sized envelope; so one way to stand out in the mail pile is to use a different size. The 6x9.5" envelope is distinctively "oversized"; but does not carry an extra postage cost. And a smaller, Monarch-sized envelope can stand out by appearing more personal.

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2 Envelope Color: Most business mailings are in plain white envelopes; so using color can help the piece stand out.

3 Return Address: Some mailers will intentionally leave off the "from" in the upper-left; so the prospect doesn't know who is sending the mail. But for bank mailings (especially to their own customers), this should be included.

4 Postage: There are two decisions to make: rate and format. The postage rate (First Class, First Class Presort, Standard/Bulk) is normally determined by budget and delivery time. But for very little extra cost, a live stamp can be used (even on Standard/Bulk) that gives the appearance of First Class and looks more personalized than a meter or printed indicia.

5 Teaser Copy: The words printed on the outer envelope can help--or hinder--the sales process. Mailings from banks to their own customers will usually be opened; so having a sales message on the outside...