11.05 – Improve Your Print Open Rates
Just like an email subject line is crucial for open rates, the envelope teaser plays a key role in getting direct mail opened and read. Here are some techniques to make your envelope enticing enough to open:
Techniques for Enticing Envelopes
The Stealth Approach Envelope
Use an envelope that looks like a bill or personal letter. Customers will open it just to see what’s inside, especially if it resembles a utility or credit card bill.
The Teaser Envelope
Craft a statement that sparks curiosity about the offer or message inside. Phrases like “You can save thousands with this offer” or “See what our free gift can do for you” can entice recipients to open the envelope to learn more.
The Special Offer Envelope
Highlight your CTA on the envelope, such as entering a sweepstakes, getting free samples, or enjoying a first month of service free. This type of envelope encourages recipients to open it and discover more about your offer.
The Creative Envelope
Use strong and unusual teasers and designs to pique curiosity. Tests show that dimensional mail (like small boxes) and oversized formats (like large postcards or brochures) perform better than traditional formats, such as standard business envelopes.
Testing and Optimisation
Incorporating inserts, like one-page flyers or small brochures, along with a letter can increase response rates. However, this also raises production and mailing costs, so it’s essential to test whether the added expense is justified by the results.
Importance of Strategic Messaging
Your envelope teasers and email subject lines are the first strategic messages your customers see. Mastering these elements is crucial for driving action. Never underestimate the value of a skilled copywriter who can craft compelling and effective teasers.
By implementing these techniques, you can significantly improve your print open rates and enhance the effectiveness of your direct mail campaigns.
