The 7 Best Direct Mail Teasers of 2015
How do you engage direct mail prospects in your message? It’s a question that’s always in the back of my mind when I analyze mail for Who’s Mailing What! The easiest and hardest place to start with, if you’re mailing with envelopes, is the teaser.
Let’s put aside for the moment the never-ending debate of whether envelopes should even have a teaser. To quote copywriter Lea Pierce, “You have three seconds to live or die” as your mail is being opened.
So what makes a good one? I know, it's a loaded question.
I compiled a list of about four dozen new teasers that engaged me right off the bat in 2015, especially once I saw that the message inside fulfilled my expectations.
In no specific order, here are seven of the top ten.
Sure, many insurance companies vow to save you money. GEICO is particularly good at this with much of its mail.
But what got me here was mixing type sizes so that the promise really stands out, and pairing it with a QR code that can be scanned to completely bypass the message inside. Or ... you know ... open the envelope anyway.
2. California College San Diego
This mailer also mentions money (“the income you deserve”) in the teaser as it flatters the recipient.
That tactic – tapping into the yearning for a better life – is pretty uncommon for college mail, even when the target audience is working adults. The letter and other components inside reassure the student that they can balance their responsibilities while achieving their goals.
It seems like every week brings news stories about financial, employment, or customer records being hacked from a variety of places around the world.
Lifelock leverages fear of identity theft in this membership effort by using the teaser to noting a healthcare records attack, and then go into more detail about the crimes (and their solution) on a buck slip inside the envelope.