ENVYPAK DIRECT MAIL RESULT STORIES
It’s much easier to retain existing customers than it is to convert new prospects. That’s no secret and it holds true for automotive manufacturers.
In 2018 a top manufacturer sought to increase lease consumer loyalty. Testing revealed personalized communications are key. The manufacturer’s agency sought a premium direct mail solution to communicate custom-tailored lease-end incentives, deadlines, and next steps. Striking images of the newer, better version of the customer’s current vehicle model and color would be instantly visible at the mailbox.
A variable printed envelope was not a viable option as dozens of versions would be required. Additionally, printed envelopes could become outdated very quickly as model years change. Clear polybags are not machine insertable, would increase postage, and did not provide a premium look and feel to match branding standards.
A self-mailer with variable print could accomplish their goals. That said, the mailer would not arrive in pristine condition due to the wear and tear of the postal stream. Fugitive glue or wafer seals are required to seal self-mailers which did not match branding standards.
In December of 2018 the agency tested EnvyPak’s crystal clear ALR (automation letter rate) envelopes. EnvyPak’s 4.5 mil double polished polypropylene has a high-end look and feel. It was specifically designed to withstand the demands of USPS automated processing.
EnvyPak clear envelopes were the perfect solution. The newer, better version of the customer’s current model and color were printed on the insert and instantly visible at the mailbox. EnvyPak’s crystal clear, double polished poly enhances insert graphics.
Multiple envelope versions are not required which simplified program logistics. Additionally, they are able to test different versions and change messaging on a weekly basis. The overall approach could be modified quickly during times of rapid change like the recent pandemic.
EnvyPak is the only machine insertable crystal clear envelope. Machine inserting provides scalability during peak times and reduces production costs substantially.
The manufacturer has mailed nearly 4 million EnvyPak envelopes over a 3-year period. The program is ongoing with plans to continue indefinitely.
A residential services company relied heavily on direct mail for new customer acquisitions. Their creative team was in search of unique envelopes for an ambitious concept – mail from the future to promote long-term rate locks.
Many unique envelope solutions would have doubled postage and were not machine insertable. Controlling fulfillment costs and speed to market were both crucial to a successful program.
In November of 2018, EnvyPak presented two ALR (automation letter approved) concepts for a January 2019 test mailing. EnvyPak ALR is the only non-paper envelope that is USPS approved for automation
The acquisition envelope featured heavy metallic print coverage for a unique, futuristic look. Copy on the acquisition envelope stated, “Your January 2022 Statement is Enclosed.” The enclosed single-page letter was dated January 2022, congratulating the consumer on a good choice to lock in at low rates 3 years prior.
EnvyPak presented their stocked clear ALR envelope format. Insert copy was visible through the envelope and stated “Introducing a truly transparent” offer.
Both test concepts were wildly successful with very high open rates. They clearly stood out in the mailbox over the former control package. Automated fulfillment and automation letter postage both minimized the production costs which were key in driving ROI. Additionally, insert content costs were reduced vs the previous control.
did not yield higher ROI so they began searching for a solution with a highly unique look and feel. Due to budget constraints, automation letter postage was a necessity.
The client tested over 300,000 EnvyPak ALR (Automation Letter Rate) mailers at the end of Q3 2018. The mailer was designed to have a very official yet mysterious look to create intrigue. Custom graphics added to EnvyPak ALR’s unique look and feel resulting in a one-of-a-kind mailer.
The EnvyPak test mailer doubled previous response rates.
In September of 2014, the client ordered 225,000 EnvyPak mailers. They tested the control postcard vs that very same postcard inside of the clear unprinted EnvyPak. EnvyPak is curbside recyclable which met standards for a corporate “Green” initiative.
The EnvyPak package produced a significant lift in response in comparison to the control postcard. Additional costs were offset and overall ROI increased significantly.
In Q2 2016 the client tested 150,000 EnvyPak envelopes. The insert featured variable print information that was relevant to each consumer and visible through EnvyPak’s clear polypropylene. The poly envelopes were machine inserted to meet a demanding production schedule.
The EnvyPak poly envelope mailing resulted in an increased ROI, compared with the company’s previous paper envelope control packages. Variable images and copy, including dealer information, were printed on the insert – instead of a paper envelope – and visible through the clear polypropylene. This resulted in stand-out, relevant direct mail.
A national financial institution sought to increase the ROI for its credit card acquisition mailings. Traditional direct mail packages were no longer yielding desired results.
In Q1 2015 the client tested an EnvyPak mailer against their traditional control package. The mailer was designed so that print on the crystal clear EnvyPak envelope would allow contents to show through unprinted areas. This created a dimensional, interactive effect to maximize impact. Production costs were minimized by machine inserting this unique polypropylene envelope.
The initial test mailing of 230,000 pieces resulted in an increase in ROI over their previous paper envelope control package. Currently, the EnvyPak mailer is one of two alternating control packages.
The client has mailed nearly six million EnvyPak mailers over the past three-and-a-half years and has additional EnvyPak mailings planned. They continue to see higher response rates and ROI when compared to a variety of test packages mailed over this time period, including a full-window paper envelope with identical graphics.
A fine art distributor found catalog mailings to be an essential source of revenue. Their high-end catalog featured items ranging from $300 to over $300,000. Because the distributor’s per-catalog production cost was $20, it was essential that the mailing was problem-free.
In late 2017 the distributor’s printer teamed up with EnvyPak to design a clear poly envelope to meet client expectations. The envelope featured striking cover graphics designed to show through EnvyPak’s clear polished polypropylene. This EnvyPak custom-designed envelope featured heavy-duty side seams and an elongated, double-scored flap that wrapped around the catalog spine.
The Results
The distributor was thrilled because the Q1 2018 catalog mailing was a tremendous success.
