One of the most effective ways to get the attention of your audience… whether you’re trying to sell your products or services to a new customer or client, or you’re communicating with your existing customers… is to use direct mail. Email is nice… it’s inexpensive… and it’s quick and easy to generate and send. But the sheer number of email messages that hit the Inboxes these days, coupled with spam that doesn’t get opened, and spam filters that sometime catch and delete your messages, email isn’t as dependable at getting opened as it once was.
Getting an actual, physical letter in someone’s hands may take more time, a little more effort, and will be more expensive than email, but if your message arrives and gets opened, the time, effort, and expense may be well worth it. Once your letter is dropped in the mailbox there’s not much you can do to see that it actually gets delivered. But keeping your envelope from getting trashed before it gets opened is another story… you do have some control over that.
Companies for a long time have been using “teaser copy” on the outside of their envelopes to try and intice you to look inside. You’ve seen these many times… messages such as, “How To Pay $0 In Taxes… See Inside!”; “Exclusive Offer for Serious Tennis Players Only!”; or “Get Two Months of Psychology Today… FREE!”
So how effective is teaser copy? Does it work? Does it actually increase the open-rate of your envelopes? Of course, the answer is, “It depends.” It depends on a number of things… who your audience is, how relevant your message or teaser copy is to them, what other things are going on in their life or business that may make them either more or less receptive at the moment they get your letter, etc. So what kind of copy do you use that will entice or motivate your audience to open your envelope so you can get your message noticed, read, and acted on? The answer is simple… the more personal, the more relevant, and the more timely your message is to your audience, the more likely they will be to pay attention to your copy and open your envelope.
Watch this short video and see how easy it is to use technology to create a personal-looking message that will enhance the chances of getting your envelop opened. Then please let me know your thoughts. More importantly, please tell me how you’ve used this and what kinds of results you’ve gotten.
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