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Posted on July 1, 2009 by Ivan Levison | Posted under Marketing
5 Ways To Get Your Envelope Opened
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What gets envelopes torn open fast? BENEFITS! If the copywriter can prove to readers that the contents of the package contains some useful information, you will get them into the package and at least get a shot at selling them. Here are some battle-tested copywriting tips and techniques that can help make YOUR envelope a winner. And now, the envelope, please... 1. Don't feature your corporate name and address if it doesn't mean anything to the reader. For example, there's a good chance that the words "Quicken" or "QuickBooks" means more to prospects than the name "Intuit." That's why it's O.K. to put your corporate name, return address, and logo on the back of the envelope. 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 no. 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. 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! About The Author: Ivan Levison is an award-winning, direct response freelance copywriter. Download a free copy of his new report, "101 Ways To Double Your Response Rates!" at http://www.levison.com/subscribe. Contact Ivan any time at ivan@levison.com |
Tags: DIRECT MAIL, DIRECT MARKETING, COPYWRITING
