Mike Heatley of Colortree posted a response to the first of the Carrier envelopes trilogy asking about the effectiveness of using full-color graphics on envelopes, like photographic images or artists’ renderings.
I can’t answer that out of my own experience with client testing, because I haven’t seen it tested. The conventional wisdom — and my mailbox — indicate that color photos can work great for environmental and wildlife groups. I donate to the African Wildlife Foundation and know they acquire with full-color photos on the carrier. Just yesterday I received three calendars (including AWF), all in bright color envelopes and all, I believe, controls used for both appeals and acquisition.
I can’t fight the image right now, but all US readers would recognize the baby black crowned night heron, squawking on the Nature Conservancy acquisition mailing that was a control for, oh, a decade at least, and may still deploy effectively.
Apart from that category, I don’t see much full color, or even all that much that requires printing and converting envelopes. Generally, for most nonprofits, looking personal and not risking appearing lavish (spending donor money) is a safe bet. But that could be excessive caution, too. I see paper stock tests, expensive enough. But not any bold enough to risk ROI on color. Quantity can affect pricing and ROI, too, of course.
And even IN the wildlife category I heard a report on a test at a recent convention where an institutional / personal looking appeal beat a longstanding full-color front-and-back grabber from an ocean organization.
I’d have to fall back on: “Test Test Test!”
