Pen To Paper - Summer 2018

With the growth in digital communications, people send and receive less mail. It is precisely for this reason that mail is such a great marketing tool. High quality, eye-catching mail sent to the right person at the right time can have real impact – not least because it doesn’t have to fight as hard as for the recipient’s attention as a marketing email, say, or an e-bulletin. That said, first impressions still count. As Jessica Roberts, marketing manager at Blake Envelopes, points out, the envelope and the packaging you use can matter just as much as the messaging within. “Direct mail now forms an integral part of a business’s overall multi- channel strategy, and the envelope should be considered as intrinsic a component as the subject line of an email or the hashtag of a social post. Yet, for many it is often the last consideration – even though it may be the first thing the target audience sees,” she said. “Why scrimp on quality or style for the ‘window’ to a campaign that is inevitably the result of a significant investment in time, effort and undoubtedly budget?” Teddy Townsend, sales director at PostSafe, adds that quality packaging is also important for e-commerce businesses, as it can help products stand Tayla Ansell explains how one’s choice of envelope can add impact to marketing communications How to get your mail noticed ENVELOPES 8 | P2P Magazine 01732 759725 out from the crowd. He said: “As more and more products are shipped and delivered direct to recipients, it’s increasingly important not only to ensure that your product arrives in premium condition, but that your items are easily identifiable.” Instead of using the bland, unattractive grey polybag packaging that a lot of e-commerce sellers favour, he recommends bright colours and strong branding. “It makes a difference to the customer experience. They’ve browsed the webstore, they’ve completed the purchase and when it arrives on the doorstep in a colourful, branded polybag those endorphins kick in and the customer journey is completed with a little thrill.” Here, then, are a few ways to give your mailing a lift: Get creative Today you can find envelopes and mailing bags in a wide variety of sizes, textures and colours, including pastels, neon, foil and metallics. To really catch the recipient's eye, opt for a coloured envelope, rather than traditional brown, grey or white. “Using stylish and colourful envelopes is proven to have a 40% higher success rate than a plain looking alternative,” explained Michael Barter, CEO of Blake Envelopes. “Our creative ranges are a celebration of colour and texture. First impressions matter and our range of quality, coloured papers, envelopes and postal solutions are guaranteed to make a great impression.” Jessica Roberts added: “We still strongly believe in the power of direct mail and that our products have the authority to reignite the pleasure in receiving post. Our focus therefore is on producing envelopes that strengthen the message being sent and, most importantly, ensure that the first impression made is a lasting one.” As well as using colour and texture to achieve this, consider using unusual shapes and sizes as an alternative to the conventional formats everyone is used to. These could include bespoke designs and branding, which Postsafe’s Teddy Townsend claims can add real impact to mail and project an impression of professionalism and attention to detail, whilst also adding a sense of excitement to the customer experience. “Our advice is, if you can afford to invest in bespoke solutions, then do so. You’ll improve the customer journey and they’ll feel more valued and have a more rewarding shopping experience with your business,” he said. Continued... Quality packaging is important for e-commerce businesses, as it can help products stand out from the crowd Postsafe recommends colourful, branded packaging