Today’s direct mail everyday piece highlights a Red Light Violation kit I received. The DM kit features a bright orange outer envelope that definitely stands out in the mail box when compared to all the other mail pieces.

Creating a sense of urgency on your outer envelope trends high at increasing levels of open rates for obvious reasons. This kit features a bright orange color flood coat on the front of the envelope. It also features tactical, urgent copy on the back of the envelope. When the two are combined, it makes for a great tactical dm kit.

Urgent tactical elements work very well in the financial and insurance categories. Not to say it wouldn’t work well in other business categories. But, choose the tactical copy wisely or readers could feel guided in the wrong direction.

Play around with different colored outer envelopes, flood coats and large blocks of bright color because sometimes standard white just blends in with all the other kits in the mailbox.