Envelopes - paper or poly?

There is little environmental issue here - both paper envelopes and polythene envelopes can be recycled, and the EU has for many years been more than self-sufficient in paper production (by which I mean the number of mature trees that can be used for paper production increases year on year and we do not import paper into the EU.)  There is one small issue in polythene's favour - see below.

So how do we choose which to use?

Polythene is cheaper to buy and weighs far less than paper, which may influence your postage rates, and does have a modest environmental impact in that it uses up less fuel to take polythene envelopes around the country than it takes to move paper envelopes.

But what of the impact on response rates?

There is no simple answer because much depends on how you treat each envelope.   Here's some thoughts:

Polythene envelopes are by and large see-through, which means that you need to think about what the recipient is going to see.  If the recipient sees something he/she defines as boring then there is every chance that the package will simply be thrown away without even being opened.  Certainly for myself I must admit that despite my commitment to the cause of direct mail, when I get my monthly copy of East Midlands Property News in its polythene envelope it goes straight in the bin - I see the title and know I don't want to read.

But would there be any benefit in sending this publication in a paper envelope?  Probably not, because although I would open the envelope I would then see that it is another copy of East Midlands Property News and so throw it out.

I don't read this publication because I don't have any interest in East Midlands property.  The only thing that would get me reading would be a headline which suggested that I might get some benefit out of reading the publication.  That headline could be printed on the front of the magazine, on the paper envelope, or on a covering letter placed in front of the magazine. 

And that is really the point - the type of envelope doesn't matter too much - what matters is what the customer reads

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.