The Secret to Engaging Print

According to an article written by Marketing Tango, an online resource for integrated marketing tactics, there are numerous ways in which you can develop the best envelope for your direct mailer. The process of creating said envelope should have strategy stemming directly from the direct mailer itself. Keeping in mind that the envelope is the first contact you have with your direct mail consumer, it is important to provide relevance and worthy incentives that will illicit engagement.

Businesses 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 ways 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!”