Maximizing the Outer Envelope

December 2011 | Maximizing the Outer Envelope

Help your customers think from the outside in

December 2011

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An envelope is more than a carrier

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Marketers spend tremendous amounts

of time and money creating new direct

mail packages, then often treat the

outer envelope as an afterthought. But

if you can’t convince people to open

the envelope, it doesn’t matter how

targeted your list is, how great your

creative is, or how strong your call to

action is.


Important Envelope Factors to Consider

Stocked Pros: Readily available, usually less expensiveCons: Forced to fit insert(s) into a standard size

Special Make Pros: Can fit the envelope to insert size; custom shapes or colorsCons: Longer lead time, sometimes more expensive

Solid Pros: Less expensive, more stocked, more personal or formalCons: Envelope still needs addressed

Window Pros: No need to print address on envelopeCons: More expensive, less stocked.

Most important: what are the goals of your campaign?

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December 2011 | Maximizing the Outer Envelope 4

Make sure your envelope:•meets postal regulations•prints well•is sturdy enough to protect its contents

Get your envelope going first!


Window EnvelopesLead generation programs Commercial applicationsBusiness applications

Closed-Face EnvelopesFinancial offers Customer messages High-end productsFormal or more personal


Brighten things up, add color!

You an easily add to the impact value

of a project by:

• using colored envelopes

• using textured envelopes

• printing 4-color

Break out of the clutter with color, texture!

They are less expensive and more readily

available than ever before.

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Almost any size and shape can be manufactured

Custom Envelope Styles Maximize Real Estate

Custom envelopes can be manufactured from any

Mohawk paper, in any standard or special size.

As a digital printer, you may or may not have envelope

printing capabilities. Mohawk now offers a complete

envelope operation, whether you need plain, custom or

printed envelopes featuring fast turn times at reasonable

prices.


Time to put on your marketing hats

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Add visual


Don’t be afraid to experiment:If time allows, test the mailing for the best response rate.

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Add visual


There are so many questions!

• Size does matter: test different sizes

• Stamp, meter or indicia?

• Window?

• Paper stock & color?

• Teaser or no teaser?

• Color of Ink?

• Who is the mail piece from?

• Mailing class? First or third?


Avoid mistakes

Be a hero!

• Ask for an envelope layout guide and instructions

• Request samples and a full envelope guide

• Allow time for conversion and testing

• Test the envelope before running the job

• Check with the post office


Positioning is Critical:The USPS has templates for everything. Even take a course by clicking here.

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Print a four color envelope

Sell the envelope

• Offer one of the new Mohawk Budget Saver Cotton envelopes

• Use an image from the collateral, full size

• Ghost it back and knock-out an area for address

• Keep image within printable live area

• Put return information on the flap

• Add some teaser copy


Mohawk MakeReady provides practical tools

and actionable information for digital

printers like you.

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We can help…

Visit: www.MohawkMakeReady.com to browse content, request a meeting, or join the community.

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Maximizing the Outer Envelope