Seven Ways To Get Your Envelopes Opened
NOTE: Did you know that the only time postal regulations require you to include identification on the envelope is when you're mailing at the low rates available to fundraisers?
2. Load up your envelope with copy
There's no law that says teaser copy has to be just one line long. A while ago I completed a direct mail package for SunSoft that featured teaser copy fifty words long. Yes. That's a lot. But I was confident that our carefully targeted readers would be interested in the benefits of Solaris software. On that basis we made the decision to be aggressive on the envelope. It worked just fine.
3. Don't use any teaser copy at all
This is the exact opposite of the advice I gave you in #2 above. So why the complete contradiction? Because there ARE times when a blank envelope will work just fine.
If there's no copywriting on the envelope the reader HAS to open it in order to check out the contents.
Which works best? LOTS of copy or NO copy on the envelope? There simply isn't the space for me to answer this in detail, so let me leave you with this general rule: For most purposes, when you're mailing bulk rate, give envelope copy a shot first.
4. Try using a different size envelope
If you're locked in to using #10 envelopes, try testing another size. The obvious choice is the 6" x 9" format but consider using a large envelope as well. Sure, a big envelope costs a little more, buy anything you can do to stand out from the other letters in the pile is a plus.
5. Give a window envelope a try
Very often a window envelope, with the personalized Business Reply Card showing through, will pull better than a closed face envelope. Consider giving this a test.