At this year’s National Postal Forum, the panel “Ideas and Innovations to Elevate Your Envelope” sparked fresh thinking on how envelopes can do more than carry mail — they can capture attention, tell a story, and drive performance. Direct mail, with the envelope delivering the first impression, plays a vital role in omni-channel marketing strategies. By integrating physical mail with digital touchpoints, brands can create cohesive, memorable experiences that resonate with consumers. Envelopes serve as the tangible entry point, grabbing attention and driving recipients to engage with online content, promotions, or calls-to-action. This constructive collaboration amplifies campaign effectiveness, bridging the gap between the outside world and online channels to maximize reach and impact.


    Moderated by EMA’s (Envelope Manufacturing Association) President, Marie Clarke, the “envelope experts” explored how today’s most effective mail pieces are the result of collaboration, creativity, and a deep understanding of what works. David Mitchell, President and COO of MackayMitchell Envelope Company based in Minneapolis and EMA Chair; Susan Foley, CEO of Diamond Envelope and EMA Vice-Chair of Aurora, Illinois; and Scott Evans, President and CEO of Kenmore Envelope Company Inc. in Richmond, Virgina shared creative approaches, practical suggestions, and excited energy to a room full of engaged attendees.


    Here are the top takeaways from the panel:


    Postal Promotions Are Fueling Creativity and Cost-Savings

    USPS postal promotions continue to encourage marketers to push the envelope. Whether integrating color, scent, texture, or technology, these promotions give brands the opportunity to experiment while saving on postage. Sustainability continues to be a driver for both consumer trust and brand credibility. Envelopes produced with FSC or SFI certified paper, can carry subtle but powerful signals about a company’s values — especially when that messaging begins on the envelope itself. And add onto the postal savings!


    Combining Designs and Technology for Maximum Impact

    Foley emphasized the power of combining tactile features and unique shapes with technology to make envelopes feel fresh and engaging and drive engagement, especially with non-profits.


    “The companies and brands we work with want to stand out to the consumer at the mailbox. The use of tactile & sensory, shapes, enhanced flexo printing, creative perforations and pull tabs, anything that is going to interact with the consumer, is testing very well. And our customers are getting creative, combining these methods. For example, printing three or more PMS colors with an overall embossing feature, paired to a specific holiday season, on an envelope to get noticed and opened. Additionally using special window designs, in the shape of a star or house, as an alternative from a traditional standard window, is a small change that doesn’t cost any more.”


    Whether it’s layered finishes, interactive openings, or custom die cuts, Foley’s examples emphasized how design choices can create both emotional and tactile connections. Add to that technology like QR codes or smart device prompts (i.e., ask Alexa, Google home), and mailers capture attention and gain critical tracking and analytics to optimize performance.


    Early Collaboration Unlocks Savings and Creativity

    Mitchell highlighted the importance of getting your envelope manufacturer involved at the start of campaign planning. “When envelope experts are brought in early, we can often find ways to save money and increase impact — whether through smarter formats, efficient printing techniques, or creative design that aligns with postal regulations,” he shared. This kind of early partnership helps teams align envelope strategy with brand message and production realities — ensuring the first impression is both impactful and cost-effective.


    Evolving Machinery and Print Technologies

    New converting and printing capabilities are allowing envelope producers to offer expanded creative options — like foils, textures, short-run specialty finishes, and fast-turn personalization — without the delays or costs that used to limit innovation. In addition, data-driven customization continues to grow in importance. From targeted variable data printing to personalized messaging on the envelope itself, panelists agreed that mailers who tailor their envelopes see higher open and response rates.


    Envelopes That Perform: Case Study from Kenmore Envelope

    Evans shared how intentional envelope design can directly impact campaign results. “Kenmore has proven that embellishments drive response and help our clients stand out. One of our banking clients rolled out a direct mail campaign with Cold Foil for 8mm pieces and received a 35% lift.” In addition to standing out, Evans added, “Kenmore knows that in today’s market, speed wins. We believe that spoiling our clients, the fastest response time and shortest lead time make our clients’ lives easier. Together we win!”


    Bottom Line: Engage your Envelope Manufacturer to Elevate Your Message and Mission

    The panel’s message was clear: if you are not treating your envelope as a core part of your campaign strategy, you're leaving impact — and ROI — on the table. By combining physical innovation, technology, sustainability, and smart collaboration, the envelope becomes a strategic asset that drives engagement and reinforces brand values.


    About EMA: We Are Moving Communications Forward

    EMA represents envelope manufacturers and suppliers who create paper-based communications that connect businesses, consumers, and communities. Our members, ranging from family-owned businesses to large-scale producers are part of the U.S. mailing industry, which supports 7.9 million jobs and generates $1.9 trillion in sales. EMA advocates for an affordable and reliable mail system that provides paper communication and connection for all Americans. Learn more at www.envelope.org.


    This article originally appeared in the May/June, 2025 issue of Mailing Systems Technology


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