Plain envelops opening rate compared to branded envelopes

[VladimirYakimenko]

We have a few SaaS products that use automated services like docmail and cloudpost to send letters.
Unfortunately there is no option to select an envelop. Many clients have an objection to automated posting saying that the opening rate for plain envelopes will be lower compared to branded envelopes.
This is both for marketing purposes and delivering important letters (solicitors)

I could not find any opening rate data for Royal Mail printed plain envelops (which look the same whatever service is providing integration).

Maybe somebody has some experience with it?
Or maybe there is a general data on plain vs color or branded mailing opening rates?

 

[InternetMarketingPlatinum]

You need to test it yourself

 

[VladimirYakimenko]

Thank you! I would never thought of that myself

There should be uptodate statistics somewhere there. All I come across is advisory articles on how to increase opening rates. They suggest some tricks like:

Hand-write the name and address, or use a handwritten type face.
Use a real stamp.
Use odd-sized envelopes.
Use colored envelopes.

Those advises come from marketeers and printing houses who have a vested interest.
No reference to any statistics whatsoever.

I wonder if it is just "old school" and does not work anymore?


At the end of the day, all junk mail I get follows the "advice" above, but I am looking for thin, plain envelops (automated mailing) because those are more important for me: they come from a bank, local authorities, IR...

 

[Ideaswise]

I used to do a lot of work for leading direct marketing agencies. For small, high value mailings, we would sometimes do unbranded envelopes with stamps, which would get a high opening rate. Even better if they had handwritten addresses.

For increasing opening rates, there are arguments both for and against unbranded envelopes. For most high volume mailings we would have branded envelopes. In addition, with many we would have an envelope line to help increase opening rates. Sometimes it was clever/intriguing, sometimes it was a straightforward indication of what the envelope contained (certainly the latter if it was something genuinely important).

We would never use coloured or otherwise special envelopes just for the sake of it - only if it related to the client's branding, or was intrinsic to the creative idea. Talking of which, having a good creative idea which you carried through the emailing (envelope//letter/brochure etc) was usually the most effective tactic of all - but that's a whole different ballgame.

 

[VladimirYakimenko]

Thanks for the insight!