And even if they exist, titles often outpull names in B-to-B mailings. may stand a better chance of getting opened than Jackie Smith at that same address.ī-to-B data may lack names for many positions. For example, if you are selling motorcycle accessories and your data can support it, Motorcycle Rider at 123 Main St. A consumer mailing to a highly targeted group might do better identifying that interested prospect right in the address. There can also be marketing reasons to use a designation other than a name. Occasionally mail may not contain a specific name (such as saturation mailings or EDDM – Every Door Direct Mail).

That usually makes sense, and in some cases, it’s a legal requirement. The recipient address is the first piece of information a prospect searches for when receiving and sorting their mail, so this is valuable real-estate and can be used as an attention-getting tactic. Let’s go through the communications that happen on the OE and decisions to consider on each: And, importantly, they need to feel that they need to open it now. To do that, recipients need to feel that if they don’t open the letter they will miss out on important information or an opportunity. And third, once the mail arrives at a prospect’s home or business, it needs to compel the recipient to open the envelope and see what’s inside.

Second, it needs to hold the package elements intact and safe from harm caused by postage sorting and processing machinery. First and foremost, it needs to meet Post Office automation specs or the mailing risks excessive postage rates or even rejection from the USPS. The outer envelope (OE) is the first impression your mail makes, and it has less than a second to convince the recipient to see what’s inside. We develop hundreds of direct mail packages each year for our clients, so we think about what goes on direct mail outer envelopes A LOT.

Mailings envelopes