How will you go about earning more money in your direct mail campaigns? The truth of the matter is that it’s quite hard to get direct mail to work, especially with the rising cost of postage. Your only option with direct mail is to find a mailing, make sure it’s targeted, have a high priced item, and then mail your letters. There isn’t much you can do about the postage costs, but you can do something about the offer.
One of the first things your prospect will see on your envelope is who it is from. They will check to see if they recognize the name and address, and will determine whether or not it should go in the garbage. One of the best ways to prevent it from going into the trash is with teaser copy.
Teaser copy is words that are supposed to incite your prospect to open up the envelope. Believe it or not, it’s actually tough to get the letter opened. You see your prospects’ more than likely have a stack full or mail, and they all won’t get opened by the end of the day. Your prospect is standing in front of their garbage pail with the stack of letters in hand. Once they come across your letter, you have to make sure that it gets opened immediately. And this is something that teaser copy can help you to do.
One of the best teaser copy words that I like to put on my envelopes is “For Your Eyes Only”. This adds a bit of suspense and the prospect wants to know what is inside. But believe it or not, teaser copy doesn’t have to be only 1 or 2 words. In fact, some people uses teaser copy on the front and back of then envelope in order to get their prospect’s attention.
This may seem a bit unconventional, but for these marketers it is working for. They are successfully selling their products and services via direct mail for high prices. I think it’s safe to say that these guys know what they’re doing. But what about you? What is it that you can to test out teaser copy on your envelopes? Well I’m glad you asked.
First off, you should know that you can include alot of relevant words on your envelope to get people to open it. However one of my favorites is to just send out a letter with no teaser copy on it. Letters like these written in blue ink will do wonders for your direct mail response rate. But if you prefer to try teaser copy, then read on.
First, think about things that are relevant to your prospect. The goal here should be to get them to open your envelope. Try something like “First Class Mail”, or “Free Gift Inside”, or “To The Head Of Household”….