Standing out in the crowded mailbox is one of the chores facing any direct mail campaign.

I’m a big fan of the regular old direct mail letter in the regular old #10 regular envelope. Problem is, that delivery mechanism can be, well, regular.

One of my secret weapons (okay, not really so secret, just rarely used) is to employ the #12, not so regular, envelope. The primary difference is size. A standard #10 regular business envelope is 4 1/8 x 9 1/2 in size while a #12 is – 4 3/4 x 11. This little extra size allows your envelope to stand out and get attention, whether you are mailing a handful or thousands. It also allows you to include some oversized materials inside as well.

While they may cost a little more to buy, you can still use regular first class postage on them. I believe the extra attention, sales and appointments are worth the extra cost.

You can acquire #12 envelopes from most any office supply store, your local print shop or online printers such as Action Envelope.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • John,

    Great tip. Same can be said for postcards. The standard size may cost less in postage, but gets lost in the sea of direct mail that hits all our mailboxes. Go for the 6×11 – it stands out and still is only $.39 each to mail

  • Great tip John! I’ve got another one – why not use a RED envelope! I got a red envelope that was hand addressed the other day in my PO box and remember thinking, “Wow, I wonder what this is”. It was the first thing I opened in my pile of mail. And it was a lovely hand written card from someone I had recently networked with. What an impression it made. I say go for the brightly colored envelope that makes them say “WOW!”

  • Very well thought, John! I only post mails in a traditional way. I don’t even remember since when I have received one.

  • …Marketing

    John Jantsch of Duct Tape Marketing offers the following direct mail tip: Use a #12 envelope (4 3/4″ x 11″) instead of a #10 standard business envelope (4 1/8″ x 9 1/2″). They stand out in a …

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