When a person receives a direct mail kit, first impressions are extremely important. The first thing a person sees is the envelope, and anything that shows through a front window. But increasing the perceived value of your kit by making it more intricate could increase open rates.

I received an extremely intricate direct mail kit from The Bradford Exchange Mint. This kit has a heavy weight to it, includes a thick point sized paper and even has that cool, yellow striped poly that stands out. When I opened the kit, I realized how much more intricate it was.

This direct mail kit has it all, and my first impression was to open and find out more. The dm kit had a yellow poly pocket sealed to the front with a return shipment label. Behind that was a second pocket filled with items; business return envelope (BRE), Letter, perforated certificate and a three panel brochure of the silver coin collection products.

Not only does this kit have it all to make a good first impression, it was executed very well too. The outer envelope shows how well this was executed by the official design. It also features snap pak, tear off sides to increase reader engagement. The bright yellow poly stands out extremely well against the white. In turn, this makes the kit stand out when compared to the rest of the kits in the mailbox.