outer envelope

Envelope used for a direct-mail package to carry the package components to the addressee. The outer envelope is the first element of a direct mail package that is seen by the recipient and determines the success or failure of the promotion by its ability to generate sufficient interest to get the package opened. Outer envelopes may be fullface envelopes or window envelopes, and usually include teaser copy (corner card), graphic devices such as bursts or flags, and/or action devices such as a pull tab. The color of the outer envelope and the weight of the paper used to make it contribute to the success of the overall design. The effectiveness of elaborate outer envelope designs, measured in terms of response to the promotion, must be weighed against the additional paper, printing, and production costs of the envelope. Some promotions use a simple white envelope without any copy, to avoid looking too much like a promotion. See also bangtail; baronial envelope; polybag reply envelope; self-sealer.