Integrated marketers who use direct mail have just a split second to attract the attention of recipients. Smart envelope teaser copy is what makes the difference between a letter being taken inside and getting thrown in the trash, and these tips and examples will help you get started.
You know direct mail is worth its weight in gold, but did you know that 65% of consumers have purchased something as a result of seeing a piece of direct mail? Integrated marketers have just a split second to convince a recipient not to junk the mailer. That split second is where envelope “teaser” copy comes in. And as you can guess, its job is to pique the interests and imagination of the recipient.
Listed below are a few ways you can create teasers that cut through the clutter and get your envelope opened.
More is more
Almost counterintuitively, it’s often the wordiest envelopes that work best. There’s no hard and fast rule, but many high-performing pieces of direct mail often use three teaser blurbs: one that hints at a problem to be solved or what’s special about your product; another blub that introduces a special offer; and one more than hints at a timeframe. This formula is exactly what makes this HelloFresh mailer impossible to ignore.
Use a juicy (but not too juicy) hook
Teaser copy must walk a fine line between creating urgency, interest, and exclusivity, but without overpromising so much that customers feel they’ve been “bait & switched.”
One example of how to do this comes from a high-performing piece from the Ocean Conservancy. “10 things you never knew about the ocean that will amaze you. Number 3 will take your breath away…” It’s just a little bit clickbait-y, but the enclosed info pays the teaser off nicely.
Put time on your side
Urgency and immediacy creates action. Include a time frame – either a limited-time offer or show how your product or service rapidly solves a problem (e.g., “Look inside for new way to cut your tax bill in 5 minutes”).
Use directive copy
Just like a sales call should end with asking for the sale, your teaser copy should instruct your prospect to open the envelope! Try language like “see inside” or “open immediately.” For an even bigger lift, combine with a benefit. For example: “Claim your FREE coupon. Check inside!”
Integrated marketers must act now!
Envelope teaser copy is crucial, but it it’s not the only part of creating effective direct mail:
What you mail matters, and one format in particular can increase responses by 300%.
Make sure your list is clean and organized.
Before you send a single mailer, read this checklist of 20 items to make your campaign a success.
Last modified: May 15, 2018