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Getting prospects inside the envelope often hinges on the teaser. When employed, it may only be a short phrase, but it must simultaneously capture prospects’ attention, address their needs somehow and then spur action on behalf of the mailer.
Here are three teaser tactics that may strike the careful balance.
1. Handwritten teasers
When properly worded, handwritten teasers supply a more personal note to the mailing, says Herschell Gordon Lewis, copywriter and author of the recent “Creative Rules for the 21st Century—the Richest Resource of Copywriting Secrets for Today’s Market.” But he warns to not overdo it by getting too descriptive or lengthy—save that for the letter inside.
2. Pair copy with a compelling graphic
Copy is not always king, with so many consumers needing a little extra on the envelope to spend more time with the mailing. “Time is at a premium for everybody, so the visual dynamics are playing a bigger role than ever,” comments Steve Penn, CEO and executive director of Minneapolis–based direct response marketing agency Penn Garritano. He recommends integrating the teaser and a graphic for a more irresistible message.
3. Two can be better than one
Employing two windows—one for the address and the other to show the message or offer—is a successful way to change up messaging using the same carrier and create multiple versions by showing different interior components, says Penn.
Here are three teaser tactics that may strike the careful balance.
1. Handwritten teasers
When properly worded, handwritten teasers supply a more personal note to the mailing, says Herschell Gordon Lewis, copywriter and author of the recent “Creative Rules for the 21st Century—the Richest Resource of Copywriting Secrets for Today’s Market.” But he warns to not overdo it by getting too descriptive or lengthy—save that for the letter inside.
2. Pair copy with a compelling graphic
Copy is not always king, with so many consumers needing a little extra on the envelope to spend more time with the mailing. “Time is at a premium for everybody, so the visual dynamics are playing a bigger role than ever,” comments Steve Penn, CEO and executive director of Minneapolis–based direct response marketing agency Penn Garritano. He recommends integrating the teaser and a graphic for a more irresistible message.
3. Two can be better than one
Employing two windows—one for the address and the other to show the message or offer—is a successful way to change up messaging using the same carrier and create multiple versions by showing different interior components, says Penn.
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