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Direct mail is an effective and measurable marketing tactic. But with postage rates on the rise and more and more businesses adding to the clutter in our mailboxes, you want to make sure you’re doing everything you can to make that direct-mail piece an effective tool.

Though many people are using the oversized postcard, sometimes you need or want to send something with more detail requiring an envelope.

Most marketers put a great deal of time and effort into what’s inside the envelope but completely miss the opportunity to grab the recipient’s attention long before the package gets opened. That envelope isn’t just a vessel carrying your message. It can be one of the most effective elements of the campaign.

Here are some simple strategies for making the most of the envelope.

• Use teaser copy. Entice them to open the envelope. Say something that will leave them wondering or hungry to know the rest of the story.

• Make it personal. With today’s technology, a personalized message is not only possible; it’s also highly effective.

• Don’t fake it. We’ve all gotten those “official”-looking envelopes that were not from the government, an overnight letter or a telegram. Unless it plays into your creative execution, don’t annoy your audience by being deceptive.

• Hit the flip side. Don’t forget about the back of the envelope. That’s one of the most visible spots on the envelope and often the most underused.

Don’t take a chance that your mail piece will get tossed without at least having one shot at delivering your message. Make every element, including the outer envelope, work for you.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan