A compelling offer paired with engaging creative is particularly important when utilizing this package type. Often considered a “promotional” format for direct mail, a postcard format allow consumers to quickly and easily understand the mailer’s message. This is based on findings from the 2021 Response Rate Report from the Association of National Advertisers (ANA). When sent to prospect lists, letter-size mail generates the highest average ROI of 112%, exceeding all other marketing media. Our 2022 Direct Mail Industry Report Benchmark Study revealed that 95% of surveyed marketers found the letter to be successful. This is a popular and well performing style as recipients must engage with the envelope to understand its contents. Despite their classic design and muted color palette, envelope packages can be more costly to produce and mail due to the large number of components such as envelope style, affixed cards and insert specifications. The internal elements create a longer form for personalized storytelling that can be designed to meet your campaign’s needs. The official envelope format is traditionally used for fundamental consumer products and services such as personal finance and insurance. Rather than relying on art to catch the consumer’s attention, the clean external design of this piece suggests the recipient does not need to understand the proposition immediately, creating anticipation about its contents. This familiar style creates the perception that the sender has a previous relationship with the consumer and the information inside is relevant or urgent. The official letter envelop format is just that - a simple USPS letter-sized envelope (#10 or 6" x 9") that looks as though it was sent from a government office or legal entity. Plus, you'll also get a behind the scenes look at how four DTC brands are leveraging direct marketing creative strategy to generate response and boost overall campaign performance. This free e-book illustrates how direct marketers can use direct mail creative strategy to develop a mail piece that best represents your brand, speaks to your audience, and evokes response. For an in-depth look at direct mail creative strategy and design best practices straight from the pros, download Utilizing Direct Mail Creative to Alert and Convert. The article below shares the differences between official (envelope) and promotional (postcard) direct mail formats. Both have great response rates and ROI, so how do you decide which direct mail format is right for you? Envelopes and postcards are two of the most popular formats brands use to deliver their marketing message through the direct mail channel.
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