postcard and envelope mailings

How to Optimize Your Envelope or Postcard Mailings

By Cheryl Ann Francis

Direct mail works. It’s that simple. Knowing how, when and why to use a mailpiece? Not so simple. This series is here to help you gain an understanding of the two most popular direct mail formats – envelopes and postcards. 

In our previous blog in this series, we looked at the pros and cons of envelope and postcard mailings. Now, let’s dive into how you can put envelope and postcard mailings to work for you. 

How to Optimize Your Envelope Mailing 

Even factoring in the time and money investments, envelope mailings can outperform both postcards and digital when used appropriately. Here are a few tips on how to do so: 

  1. Get in shape – Test a square or odd-shaped envelope, especially if it can reinforce your marketing goals. Tension’s new Trailing Edge envelopes are an ideal way to stand out among the mailbox crowd. 
  2. Get personal – Include personalized details on the outer envelope, like names or images that are relevant to your recipient, through the use of variable data printing (VDP). 
  3. Give a sneak preview – Get double duty out of your mailing with a custom envelope window. They can cut down on addressing costs and provide your recipients with a sneak peek at your contents. 
  4. Involve your recipients – Encourage recipients to pull, peel or peek at your mailing with an involvement device such as a Zip Strip or Hot Note®
  5. Back it up – Another simple way to involve your recipients is to prompt them to flip your envelope to the back to see a return address or a call-to-action. 

How to Optimize Your Postcard Mailing 

While postcards are not appropriate for every mailing (e.g. ones that contain sensitive, confidential information), they can successfully communicate your message when done correctly. Here are a few tips on how to create an effective postcard: 

  1. Carry the weight – Test heavier cardstock for your postcard. We saw this trend with business cards, and postcards have successfully followed suit: A heavier stock communicates importance. 
  2. Feeling it – Similar to a thicker stock, textured stocks can also stand out as unique and attention-getting. Varnishes, embossing, debossing and lamination are all ways to add feel to your postcard mail.  
  3. Stay focused – Keep your message on track. You have a small window to grab your audience's attention so it’s best to focus on one offer or message for a postcard. 
  4. Perforate – Include a perforated reply card in your postcard. It builds engagement and sets your campaign up for feedback from the recipient.  

Download Tension’s Envelope vs. Postcard White Paper envelope vs white paper cover

Need a helping hand to guide you in your direct mail marketing endeavors? Download Tension’s “Envelope vs. Postcard” white paper today for helpful tips on how to successfully use a mailpiece in your integrated campaign. 

Still thinking about the best way to effectively send your envelope or postcard mailing? Connect with a Tension Sales expert today to discuss your campaign needs.

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