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August 30, 2011

To Tease or Not to Tease

by fnbrinc

Envelope teaser is promotional copy on the envelope designed to entice the recipient into reading the message inside. The major advantage of using teasers is they can, in some instances, increase response rates.Teaser Text

However, sometimes teasers can backfire and lead to lower response rates.  After all, the teaser tips off the recipient that he or she is holding a piece of advertising mail, and therefore can toss it out without any repercussions.

Contrary to popular opinion, the purpose of a teaser is not just to get people to open the envelope. A plain, unmarked envelope will almost always get opened.

So why use a teaser?
The real purpose of the teaser is to stimulate anticipation and desire for what is inside the envelope.

Successful teasers do at least one of the following:

  • Arouse curiosity
  • State a powerful offer
  • Promise a big reward or benefit

A letter aimed at travel enthusiasts arouses curiosity with this teaser: “Inside: The One Cruise You Must Take!”

A major cell phone provider puts their offer right on the outer envelope: “Unlimited text, talk and web for $59.95 per month!”

A mailing to people interested in weight loss promises this benefit: “Learn the EASY way to drop 10 pounds in the next 30 days…”

Will an envelope teaser lift your response rates?
The best way to find out is to test teaser copy on an upcoming mailing. You could do a split run of the same mailing with and without an envelope teaser and compare the response rates.  For help with testing, check out our prior article here.

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