Will You Get Better Direct Mail Response from Single Window or Double Window Envelopes
Thursday, 05 January 2012 10:07
If you’re watching costs, you may be weighing the value of single window envelopes over double window envelopes. Double window envelopes tend to be less expensive, but how do they affect the response rate? Here are three things you may want to think about.
1. It depends on strategy.
No single technique will be successful across all vertical industries or can be used successfully for all outbound direct marketing efforts. Successful direct mail starts with a strong strategy based on an understanding of your target audience and how to motivate them.
Once you have a firm understanding of your audience, determine what direct mail format makes the most sense for communicating that message to that audience. Whether you are sending postcards, window envelope packages, closed-face packages, self-mailers, or dimensionals, each type of mailer will have varying levels of success based on the motivators for the given audience.
2. Consider the enclosure.
Single window envelopes, double window envelopes, or any other aspect of a direct mail package can't be separated from what’s in it. If you want the package to look like an invoice or a check, a double window envelope may be best. If you want it to look like personal correspondence, a third option—closed-face—may work best.
3. Test it.
If the sample size is large enough, considering doing a simple A/B split (single versus double window). With larger samples, you can do multi-variable testing that allows you to test the offers, creative, contact strategy, and more. If there is no current control, some mailers suggest that you go with the double window envelope first since the CPM will generally be lower. Then you can test that against the single window envelope later or as a test group within the mailing.
However you do about it, testing is always a good idea. Especially when starting a new campaign or making changes to an existing campaign, it is a best practice to create a control group within your mailing or test against an existing control group from previous mailings. If you don’t, how do you really know what works?
Successful direct mail starts with knowing what works. Knowing what works starts with testing — so make sure the elements of your test groups are trackable.
