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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.
Companies Mentioned:
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