How To Get Creative With Envelopes

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When it comes to direct mail campaigns, envelopes often get the shaft. They're the last thing to consider, and most people either do away with them in favor of postcard printing, or just stuff direct mail into plain white envelopes. But envelopes can be an important factor, and sometimes the main element, of a great direct mail campaign.

Consider the importance of envelopes, as found in a study by the Envelope Manufacturers Association Foundation:

â€¢ 41% of Americans surveyed say they value and pay more attention to marketing materials mailed in an envelope.
â€¢ 86% of those surveyed say envelopes are safe, secure and private.
â€¢ 84% say envelopes leave a memorable impression.

Green Elements Unique to Envelopes
With envelope printing technology getting more advanced and more green, there's no reason to leave your envelopes white. You probably know all about recycled paper and vegetable-based inks that are easier on the environment, so I'm going to discuss a bit about elements that are special to many direct mail envelopes: covered windows and adhesives.

Covered windows on envelopes ensure that the envelope is addressed to the right person that the envelopes can be inserted and mailed more quickly. The majority of covered windows are made from plastic or petroleum sources. Actually, 0.0002% of all petroleum in the United States is used to make the plastic film for covered windows. This plastic is recyclable, right along with the envelope paper. There is actually one type of covered window material, PLA, which is derived from corn, which is of course, also recyclable and better for the environment.

The adhesives, or "gums," that are placed on the envelope flap are actually made from both natural and synthetic sources. More than half of all envelope adhesives in North America come from renewable sources like corn starch and over 95% of the envelope adhesives are water-based, solvent-free and non-hazardous. Nice to know for something you'll be licking!

Successful Direct Mail Campaigns Starring Envelopes
These direct mail campaigns featured envelopes and paper that was at least partly recycled and/or FSC-certified or simply was designed to reduce waste. The envelopes are the shining stars in these three campaigns.

Capital Printing Corporation developed a direct mail piece to introduce their new FSC and SFI certifications as well as announce that part of their plant had been converted to green power. Brown bag, kraft envelopes were used to deliver the mailer. The envelope set the tone for the mailer, what with it being Earth toned and organic in feeling. The tri-fold brochure inside featured an origami heart, tree and wind mill with info on printing and the environment, as well as patterned sheet with directions on how to make origami from the sheets. A nice leave-behind with a strong message, all starting from the feel of the envelope.

John Hopkins Alumni Association

The John Hopkins Alumni Association wanted a fresh format for its alumni renewal campaign. They used Vertis Communications' PlyPak format in the square shape because the envelope opens fully and each flap can be used for messages and photos, as well as the university's logo. This is an innovative approach to using envelopes while using less paper.

U.K.'s Training And Development Agency for Schools

Draft FCB sent recruiting materials to prospective physics teachers in the UK in an envelope that showcased a falling penny in a window. The envelope asked the question "How fast does a penny drop?" The answer was found in a booklet inside: "It depends on the atmosphere you create." This campaign was awarded the Direct Marketing Association's prestigious Internationla Silver ECHO in October 2006.