It’s important to get your envelope opened, but spending too much money on it can be self-defeating. Finding a balance requires testing ideas, new and old.

By Abny Santicola

Getting graphic
Like teasers, outer-envelope graphics don’t work for every organization. Graphics are key for some advocacy organizations, such as environmental groups, because a lot of what they’re trying to communicate is visual, Lester says.

The Center for Jewish History, a New York City-based repository for Jewish cultural and historical artifacts, finds success using graphics on its envelopes. The center incorporates copy and images of some of the historical documents it houses — old posters from the Yiddish theater, for example — on the outer envelope for its membership mailing. Highlighting these images in its direct mail makes sense for the organization, says Tamar Copeland, director of the center’s annual campaign.