Direct Mail Lists and Internet Marketing Online information: Envelopes exhibit the full spectrum from plain vanilla white with no return that is teaser copy? address to completely crammed with so much stuff you wonder if the writer was paid by the word. The most common element printed on the envelope is teaser copy: a few words to arouse the interest of the reader to entice him to open the package. When should you use teaser copy to make the recipient open it? When should you leave it plain so they won't know who it's from and will have to open it to find out? It depends.

 

This is especially true if your name and address appear to be typed in the return address block, and the letter looks like it is from you personally. There are about a dozen options for the bulk mail to make it look like a first class letter. There's even a bulk mail postage stamp that must be applied like a first class stamp (at an additional expense to the mailer) just to make the package look like a piece of first class mail.

 

First class carries clout, and your envelope has an excellent chance of being opened without any envelope copy written on it. For just 32 cents. The same rules you used in writing your ad headline apply. The teaser Where does the ad copy on the envelope becomes the ad for your mailing package. It's like the for your direct mail headline of your ad, or the opening paragraph of your direct mail letter, but package appear? more important.

 

 

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Almost the same applies to an envelope with a label on it; the key your mail piece is the stamp. First class mail gets more attention and is opened more frequently.

 

As your mailings become more commercial, and look more like mass mailings (bulk rate indicia, Cheshire address label), you'll need to coerce more people to open them. Design the components attractively, then entice people to open the envelope with just a few words that will be of interest to just about everyone. Just a line or two of teaser copy or a simple graphic will suffice. If not, don't mess it up by trying to be cute.Intriguing questions can also work well to get the reader to open the package.

 

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