"In direct mail the outer envelope—the carrier—has only one purpose.To get RIPPED OPEN." - Jerry Huntsinger

Please note, it's purpose is not to reinforce your "brand."

It's not to deliver news of your new capital campaign. The success or failure of your direct mail hinges on your carrier. 📩

Here's what you get when you press play:

1️⃣ The state of outer envelopes & why they 👎 🤦‍♀️ (1:16)

2️⃣ Envelope hot spots (3:56)

3️⃣ My recommendations (4:49)

4️⃣ Tom Ahern's recommendations 😍 (5:44) (here's a helpful video: https://lnkd.in/g52xzXaU)

5️⃣ John Lepp's recommendations 😍 (6:20) (get his book Creative Deviations)

Envelopes feel basic. Their simplicity is deceiving. Your outer envelope can make or break your direct mail program! 🤷‍♀️