Foil is a piece of thin and flexible sheet metal. Sometimes foil brings to mind to moisture barriers and ant static packaging but in the case of a direct mail 'foil envelopes' often fall under the category of envelopes with a metallic finish.

Foil envelopes have a reputation for being expensive (which is not necessarily true anymore) and on the flip side create a perceived image of higher value to the recipient. Swopping your everyday direct mail envelopes with a branded metallic envelope will undoubtedly liven up your direct mailing campaign.

An enticing 'package' is a great way to maximise your response rates because it creates an immediate visual impact. A promotional mailer should look special as well as differentiating itself from typical mail such as bills.

Types of Metallic/Foil envelopes available

• Transparent Foil Envelopes

• Gloss Foil Envelopes

• Matt Foil Envelopes

• Foil-lined Envelopes

Unlike the other envelopes outlined above, foil-lined envelopes are often manufactured with a specific protective purpose in mind. The usually serve a moisture protection or anti-static protection purpose for mailing sensitive goods. (Another option to keep in mind for sensitive goods is the bubble bag. Did you know that bubble bags can come with a range of exterior surfaces and in convenient standard envelope sizes?)

The great finish of a metallic envelope can be brought out with a range of vibrant colours. You can choose to go for gold or silver envelopes with branding printed on top or for a more subtle effect you can go for a matt envelope with a silver or gold foil liner. Alternatively you can look creating a more energetic message with metallic blues, greens or purples.

After you have established a budget for your campaign you will need to assess your goals. It is usually best to start with a lot of small targeted direct marketing campaigns that are very specific to the target audience. A large and indiscriminate direct marketing campaign without regard to meeting a need is not going to yield the best results. No amount of styling will win back a mail recipient that has been put off by impertinent campaigning.

Sourcing a supplier:

Deal direct with the manufacturers where possible. You will often find they have a more flexible approach to materials than a supplier and will most likely provide better discounts. Manufacturers usually research the latest techniques and have a vested interest in the most cost effective production methods.