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The Secret to Getting Direct Mail Opened
by Janet Attard
When you send direct mail, the first "sale" you have to make is to sell the customer on opening the envelope now instead of dumping it into the trash unopened. One way to do that is to use teaser copy on the envelope.
The teaser should consist of one to two very short lines of copy and should promise the recipient a benefit for opening the envelope. For instance, if you sell software, the teaser on your envelope might read, "Upgrade Offer. Save $50. Details Inside."
Posted by Janet Attard on April 2, 2008 at 1:04 PM
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this would only work if you get it 100% right. Otherwise it comes off as un-proffessional and corny.
What it can also lead to, especially if not thought through, is actually providing a reason for the recipient to bin the envelope before opening, having the reverse effect.
Posted by: Matt on April 2, 2008 at 5:42 PM