5 Ways to Upgrade Envelope Copy

August 12, 2009 By Ethan Boldt, Editor-in-chief, Inside Direct Mail

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The Internet age has been both a blessing and a curse for direct mail. On one hand, there is less mail in the physical mailbox, as many marketers have reduced their volumes in favor of e-mail messaging. On the other, prospects appear to make more rapid-fire decisions about their mail.

In other words, the need to stand out in the mailbox has never been greater, and the outer envelope is the tool that must do that job. "This presents an opportunity for smart marketers to set their mail apart," says Mark Everett Johnson, a copywriter based in Carlisle, Pa. "Simply make it as personal as possible."

Then there's the small matter of the economy. "There's so much competition for the prospect's attention so little discretionary money around and so much emphasis on keeping costs down that an OE damn well better be on target," relates Ruth Sheldon, a New York City-based copywriter.

Here are five ways to make the envelope work better, now.

1. Think 'Mystique,' Think 'Appropriate'
According to Sheldon, each OE must convince, entice and become irresistible so a prospect believes he'll miss out big time by not venturing inside. "It's up to the copywriter to create that mystique. How it's done depends upon the product being sold, the ambiance being created, and the talent of the writer and designer," she details.

Put yourself in your readers' shoes and consider what they are getting and what they are seeing when they go to the mailbox, suggests Pat Friesen, a Mission, Kan.-based copywriter. "Your mail piece needs to capture attention and look appropriately important/valuable/enticing. 'Appropriate' applies to the audience, reader, brand, mailing objective, etc.," she explains.

"The operative word is verisimilitude," says Herschell Gordon Lewis, a copywriter based in Pompano Beach, Fla. "If the recipient recognizes immediately that whatever is in the envelope has a high degree of relevance—especially benefit or danger—envelope copy will enhance response. If the copy smacks of, 'We want to sell you something,'  it can propel an otherwise salesworthy message into the round file."

2. Use New Forms of Personalization
Personalization still often takes the form of the recipient's name, often repeated throughout the mailing. While that can work, especially when deployed well (such as in the same font or next to an outstanding offer), Friesen has noticed the effectiveness of localizing appeals.

Perhaps that's giving a prospect's kitchen on "Oak Lane" a custom-designed look courtesy of Sears; a person's neighborhood an upgraded cable service through Cox Communications; a new mortgage from a financial services company with the return address, "Loan Acceptance Department, for Residents of Roanoke, VA"; or the local Red Cross chapter benefit of becoming part of the cause.
3. Tactic of the Moment: Handwriting Fonts
Both Lewis and Friesen testify to the power of handwritten text. "I've been seeing a number of convincing 'handwriting' fonts that really do look credible," Friesen relays. "While many savvy consumers understand this is not REAL handwriting, a quick scan of it still looks more personal than other options."

She says it's particularly appropriate on greeting cards—such as birthday cards companies send to their customers. Friesen cites the following examples: State Farm Insurance, American Family Insurance, Hallmark, Victoria's Secret and Southwest Airlines.

4. Copy of the Moment
Friesen also has seen the copy "DO NOT BEND" on envelopes more than ever and believes that it works because it creates intrigue. "'DO NO BEND' implies there is something of value inside," she suggests.
 
Here is some copy that Lewis says works well, providing both the one-to-one feel and timeliness:

• "YOU ASKED FOR THIS"
• "You wanted proof. Here it is."

Lewis says that putting the beginning of the letter on the envelope also can be powerful, especially if it's set in American Typewriter font. For example: "Yes, we're talking about something most people don't want to talk about. I'm assuming you ... (continued inside)."
 
5. Oh, Yeah, and Test!
Of course, sometimes going completely blank on the outer is what's needed when the mailbox is full of just too many teasers. "If your control already has a lot of copy on it, maybe it's time to test the intrigue of having no outer copy," posits Friesen. "The key, as always, is to test."

Friesen knows many marketers that are actively testing copy vs. no copy; white or manila envelopes vs. a solid color (red, yellow, orange, even black); personalization vs. no personalization; "official" copy vs. more promotional messaging; and so on.

"If you're going to use teaser copy, the key is to make it enticing for the targeted audience ... give them a reason to spend more than three seconds with your mail piece," she concludes.

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