What
is the most important real estate on your mailing envelope? It is the upper
left-hand corner, the location of the return address. It is here that your
prospect will often decide to open your envelope... or not.
Here
are three reasons this space helps recipients decide to open your envelope:
Existing
customer relationship: If the mailer is from a company the recipient already
does business with, studies show that they will often open the envelope simply
because of that relationship. Even if they do not have an immediate need for
the product or service, they will often open it because it is you. If you are mailing to existing customers,
play up that relationship and make sure your company is clearly identified.
Brand
recognition: If it is from a well-known brand that the recipient does not do
business with but they respect, they will often open the envelope as long as it
is a product they are interested in. Here is where positive, established brand
identity and smart targeting play an important role.
Attention-getters:
To get people to open an envelope from a company or organization they may not
know, use attention-getting techniques such as images, colorful brand logos,
and other techniques. Some even use the signatures of celebrities. One
nonprofit, for example, gained permission to use the signature of actress
Natalie Portman above its logo to attract attention. Identification with a
well-known figure can have a powerful effect. Just make sure that you have the
correct permissions and that the images relate to the product or service you
are marketing.
Take
advantage of this powerful real estate. Use it to create a powerful emotional
connection and tell a story, even before the envelope is opened.
Please give us a call at 440-946-0606
Or visit our website here for more information.
Share on LinkedIn
