January 2007 © Pitney Bowes 1

The average American receives 10 direct mail packages a day.*

How important is the outer envelope?

It’s the first object seen when mail is received and many times the only object seen.

It has one job: to get the envelope opened! The envelope affects about 10% of the final decision of whether to

respond or not. The closer an envelope resembles personal correspondence, the more

effective it is. Addressed envelopes make more of an impression than labels.

The importance of color: Improves comprehension by up to 73% Accelerates recall by up to 78%

*Source: Hewlett-Packard® Development Company

January 2007 © Pitney Bowes 2

Rochester Institute of Technology – F. Romano

• Response rates for B&W, no personalization: 0.46%

• Adding a name raised response rate by 44% (to .66%)

• Adding a name and color raised response rate by 135% (to 1.08%)

• Adding a name, color, & database information increased response rate 500%+ (over 2.3%)

Color Study

Source: Romano & Broudy study for Digital Printing Council

January 2007 © Pitney Bowes 3

Effective Envelope Design

Return Address - Teaser Messages - Barcodes

Your Pledge Will Feed The Hungry Children

Nonprofit Organization123 Mail StreetAnywhere USA 12345-0009

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