Seven Ways To Get Your Envelopes Opened
6. Use more than one window
There's no law that says an envelope can only have a single window. Sometimes a little second window can be
used to grab the reader's attention. When should you use an extra one or two windows? When you have a four-color brochure or reply device, and can let some of the provocative copy peek through. Don't settle for what you've always done in the past. Stretch yourself and test something new. Who knows? It just might be a real money-maker!
7. Use the space on the back of the envelope
A lot of the envelopes I see completely ignore the back surface.
This can be a mistake. You see, you never know how your package is going to fall on someone's desk. That's why it makes good sense to use both sides of the envelope if your printing budget permits.
A final word . . . the envelope really is one of the keys to success in any mailing, and I urge you to create one that works. Sure, the letter does all the hard selling, but if the envelope never gets opened, the greatest letter in the world will go unread. Test some new envelope copywriting approaches and see how they work for your company. You could be in for a pleasant surprise!
More next month!
Ivan Levison is a freelance direct response copywriter who works for such companies as Bank of America, Fireman's Fund, Intel and Microsoft. Levison writes direct mail sales letters, e-mails and ads. For a free subscription to his monthly e-mail newsletter for marketers, visit his website at www.levison.com. He can be reached at (415) 461-0672 or at firstname.lastname@example.org