Marketers can and should test every individual campaign to see where they can improve customer response and learn important information for the future.
By testing one variable (such as teaser copy, price, offer, or format) you can see what makes a difference, and what does not. This information will lead to a higher return on investment with each mailing.
This week’s test was created by GA Wright to find out whether envelope color can affect responses rates for business to business marketing.
Colored Envelopes (Credit: Etsy.com)
The test: A control package was developed that featured a white envelope with a small yellow graphic which stated, “Turn old inventory into cash now … see inside for details.” The test package featured a bright yellow envelope with the same call out graphic.
The result: The control generated a higher response rate than the brightly colored envelope by 13%. Although it’s important for your direct mail piece to stand out in mailboxes, in this case the more costly yellow envelope actually depressed response.
Do you think you know why?
If so, send me an email at craig@cdmginc.com with your thoughts.
Call me at (310) 212-5727 if you want to brighten up or improve your next direct marketing campaign.
1. Yellow is the wrong color to use when you’re talking about money. Use a light green envelope instead—a color that correlates with money.
2. What time of year was the mailing sent? Had it been sent toward/during the holidays, it could have easily been mistaken for a Christmas Card.
3. Yellow is the wrong color to use. It’s the color of every caution street sign; the color of jaundice, and if copy were reversed out white, it would have been practically non-existent.
Use white. Go to a different size besides a #10.
4. I can ‘t believe either package did well with a typo: “se inside for details.”
Using my own direct mail pieces to answer this question: Why the control worked better than colored envelopes
(I get mail to study copy, what gets my attention, how many pieces come from the same mailer, how the piece changes, how often they remail with no response, etc), so I see all kinds of things.
Yellow envelope? It immediately screams “You don’t know me and I’m trying to sell you something that you likely don’t want but I need the sale!” Spelling doesn’t matter, I don’t get that far. Upper left corner, no recognition – trash can. I will look closer at a white business envelope, because it may be from a company I do business with.
Even if not, it gives the impression someone took the time to at least act the part of a legitmate business, and not some fly-by-night-get-rich-quick scam.
Hi there, we once sent a DM piece in shrink wrapped black plastic that was slightly see through & it worked a treat. Best Charles Bayer: +61417163419