The Ins Of Outers
Mailers are constantly searching for new ways to add interest to their packages and engage their prospects without substantial cost. One of Haskel's recommendations is to look at how the envelope gets opened.
"Is there an interactive device like a zip-strip or a side opening that's going to get people more interested because it's different?" she says. "Many of these add little or no cost. It's just a different way of approaching it."
For example, Schoenleber finds that a simple flap on the outer envelope can be highly effective at getting your package opened.
"It seems very silly and simple, but it's intuitive," says Schoenleber. "If you see the flap, you know that's where you open it. It's something small and cheap that can lead you through the piece in a more logical fashion."
Friesen shares an easy, cost-effective and proven idea for adding new oomph to a #10 control: Add a dot-whack teaser.
"Tests have shown printed stickers can pull as well or better than stickers printed separately and machine affixed," Friesen says. "I add a bright-colored dot-whack with a great offer-driven teaser."
Another technique that a number of mailers have found success with is inserting a buckslip so it pops up when the recipient opens the envelope, says Haskel.
"It's not much additional cost, just a little bit of glue for insertion to the flap of the envelope," Haskel says. "The buckslip physically jumps out at you, even though it's still attached to the flap. It's something more interesting, and leads you to the special offer inside."
The Means of the Message
Most importantly, as these experts attest, mailers should ensure that tweaks and tests are compatible with the target audience.
"In some cases, you may find that the splashy, four-color, varnished, special-treated mail piece doesn't work because certain people will more quickly open something that appears to have come from a financial institution, for example," says Haskel.