Newsletter publishers love to tease … when it comes to their outer envelopes, that is. While these mailers use a variety of different tactics to drive subscriptions, one thing they all have in common is a penchant for outer envelope communications and a general aversion to staid, blind outers.
Don Dion’s Monthly ETF Report, for example, recently mailed two #10 envelope efforts that use the same teaser, with slightly different treatments. One sent in July features the copy, “Brand New! Don Dion’s Monthly ETF Report. Special Offer Enclosed,” on a yellow repositionable note (Archive code #270-707478-0607). That same teaser is printed directly on the envelope of a similar August mailing (Archive code #270-707478-0608). This seems to be a straight-up outer envelope test as the letter and offer are the same for both packages.
Two efforts from Natural Resource Hunter, on the other hand, feature copious copy, but with different messages. One, received in July, focuses on gold with a large red teaser: “‘Gold will triumph! It always has. It always will.’” (Archive code #270-706880-0607). Below that are six typed bullet points preceded by handwritten arrows and asterisks that outline some of the nuggets readers can expect to find, such as “How to buy gold privately” and “2 best countries for opening safety deposit boxes.” The outer also features a photo of Dan Rosenthal, “founder and retired editor of The Silver & Gold Report.” The other, received in August, focuses on oil with the teaser: “Enough oil in Straights of Florida to replace all of America’s oil imports from Iraq, Iran, and Saudi Arabia for 28 years! US oil companies fuming mad because they’re forbidden to drill for it” (Archive code #270-706880-0608). It also features a map of the Straights of Florida, a lengthy caption about why the United States cannot drill there and a teaser about a Canadian company that can. Inside, each mailing focuses on its respective topic, and the offers are the same save for one price level. Each offers billing at $8 a month and a one-year subscription for $99. But while the two-year rate in the “gold” package is $144, the two-year rate in the “oil” package is $182.