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Color Study

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The average American receives 10 direct
mail packages a day.*
How important is the outer envelope?
 It’s the first object seen when mail is received and many
times the only object seen.
 It has one job: to get the envelope opened!




The envelope affects about 10% of the final decision of whether to
respond or not.
The closer an envelope resembles personal correspondence, the more
effective it is.
Addressed envelopes make more of an impression than labels.
The importance of color:


Improves comprehension by up to 73%
Accelerates recall by up to 78%
*Source: Hewlett-PackardВ® Development Company
1
January 2007
В© Pitney Bowes
Color Study
Rochester Institute of
Technology – F. Romano
• Response rates for B&W, no
personalization: 0.46%
• Adding a name raised response
rate by 44% (to .66%)
• Adding a name and color raised
response rate by 135% (to 1.08%)
• Adding a name, color, &
database information increased
response rate 500%+ (over 2.3%)
2
January 2007
В© Pitney Bowes
Source: Romano & Broudy study for Digital Printing
Council
Effective Envelope Design
Return Address - Teaser Messages - Barcodes
3
Presorted
Nonprofit
Nonprofit Organization
123 Mail Street
Anywhere USA 12345-0009
January 2007
В© Pitney Bowes
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