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

However, Keary Kinch, principal and senior vice president with Arlington, Va.-based direct-response agency Adams Hussey & Associates, says nonprofit mailers who can’t get out of the habit of using white, No. 10 envelopes are missing the variety of offerings now available. Lately, many clients she represents have found success using No. 11 and No. 12 sizes. As more people start to use these larger formats, prices are going down.