Why are customised envelopes gaining popularity?
We all know that direct mail campaign still has its place today. In fact, it may even work better than digital campaigns sometimes. According to the Direct Marketing Association (DMA), direct mail achieves a 4.4% response rate, compared to a mere 0.12% for email.
That explains why companies are not slowing down on their direct mail marketing game, and, in fact, are going stronger. According to the Data and Marketing Association, direct mail volume reached 149 billion pieces in 2016!
With the increase in letters being sent out, there has also an increase in demand for customised envelopes.
Here are some reasons why customised envelopes are gaining popularity.
Firstly, it’s a quick promotional tool.
The first benefit of a customised envelope is that you are able to quickly communicate with your recipient. Think about it: even before the letter could be opened, you have already flashed your brand before the recipient!
It may also the first glimpse to your business, especially when the mail is sent to potential customers who have not yet purchased from you. In this case, a customised envelope can be used to quickly establish your branding and let your recipient have a feel of what kind of a company you are.
It also makes your mail stand out.
The average human attention span is getting shorter. According to a 2015 Microsoft report, the average attention span is now about 8 seconds, compared to 12 seconds in 2000. This means you only have a few precious moments to capture a customer’s interest or lose them for good.
A plain, boring, white envelope is easily passed, overlooked and forgotten, especially in the sea of mail that people receive these days. But an envelope that bears your company’s logo, or that comes in bright colours and beautiful designs, has a better chance of standing out.
And, it showcases your creativity.
Besides just standing out from the pile, customising your envelopes gives you the chance to show your creativity. People are always looking to be wowed, and if you can impress with your envelopes, you may just be on the right track to creating a fanbase.
Use enticing illustrations or photos to connect with your recipient. Go for an exquisite look to make them fall in love with your branding. Use a teaser copy to get them to rip open the envelope and jump into the content inside. Or even, put a summary of the content on your envelope – bullet points, offers, a glimpse of the products!
Plus, personalisation is powerful.
According to a report from Accenture, 75% of consumers are more likely to buy from a retailer that recognises them by name, or recommends options based on their preferences. Another research by Infotrends showed that around 84 percent of consumers will most probably open a piece of mail if it’s personalised to them.
Don’t underestimate the power of personalising your envelopes! It could be as simple as “Jane, we have the perfect offer for you!” or “Hello Max, you might like this new deal.” But that little personalised detail may be the key to having your recipient open your letter, and even making a purchase.
Interested to create amazing custom envelopes that can help your business stand out and get better results? Contact Envelope Printing today and we will work with you to produce envelopes that best suit your needs.