In a world flooded with emails and digital ads, physical mail still holds a surprising amount of power—when it’s done right. Direct mail can break through the noise and put your message straight into someone’s hands—but only if your mailer actually gets opened.
Here are proven design strategies to make your mailers too tempting to toss:
1. Choose the Right Envelope Size
Your envelope is your first impression. Standard #10 envelopes are common, but they can easily blend in with bills and junk mail. Choosing a slightly larger or oddly sized envelope (like a 6"x9") can immediately stand out in the stack.
- Oversized envelopes have higher open rates—up to 53% higher than standard sizes, according to USPS research.
- A thicker envelope or one that feels different to the touch can also spark curiosity.
2. Use Teaser Text (But Don’t Give It All Away)
The outside of your envelope should offer just enough to intrigue, but not so much that it spoils the surprise.
- Try teaser lines like:
- “You’re invited…”
- “Exclusive offer inside”
- “We have something just for you”
- Keep it clear but mysterious. The goal is to drive interest, not overwhelm.
Avoid overused sales language like “Act Now!” unless it's part of a strong campaign. Instead, focus on what’s meaningful to your audience.
3. Strategic Color Usage
Plain white envelopes blend in. Using color helps your mailer pop before it’s even opened.
- Use brand colors for consistency and recognition.
- Try bold accent colors (like a red strip or a bright callout bubble) to draw the eye.
- Don’t go overboard—a clean design with one or two accent colors is more effective than a rainbow.
Even a simple colored envelope can dramatically improve engagement—especially if it contrasts with typical mail.
4. Personalize Wherever You Can
People are more likely to open something that looks like it was meant specifically for them.
- Use variable printing to include the recipient’s name or city on the envelope.
- Try personalized teaser lines like:
- “Jane, your summer upgrade is inside.”
- “A special offer just for Tampa residents.”
Personalized mail doesn’t just look better—it performs better. Studies show personalized mailers can improve response rates by up to 135%.
Bonus Tips
- Add a handwritten font or simulated signature to make it feel personal.
- Use a real stamp instead of a printed indicia for a more authentic look.
- Include tactile elements—like embossing or foil—to boost perceived value.
We Can Help You Design Mail That Gets Opened
At Selby Marketing, we specialize in designing, printing, and fulfilling direct mail that people actually engage with. From strategy to delivery, we make sure your message gets noticed—and opened.
Want help crafting your next mailer campaign?
Reach out today and let’s get started.