Tips for Using Teasers on Envelopes

One of the main goals of the envelope and the teaser is to get the envelope opened. A teaser should give a benefit and talk directly to the prospect without giving away too much.

Here are some more tips on how to use teasers:

Keep it short. You only have about three seconds to get your reader’s attention. So, be as brief as possible while still getting your message across.

Answer the question, “What will it do for me?” People want to know what you are offering them. What is the benefit from their perspective?

Be honest. Never mislead or oversell with a teaser. Your envelope contents should always deliver as much or more than you promise.

Pay off early. Whatever idea you set up on your envelope, it should pay off at the beginning of your letter. If your outer says “Free Gift,” make that the first item of business inside the package.

Experiment with windows. Windows can be used to isolate important things about the mailing. For instance, a free bonus, deadline date, dollar amount, or “pay to the order of” line.
This information can be printed on the letter or brochure and show through a window for an extra tease.

Try using key words. Some key words that almost always work well in teasers include personal, free, and new. "Private information," a variation on "personal," also works
since "personal" has been somewhat abused.

Think about teaser placement. There’s a theory that to the left of the address panel is the best placement for teaser copy. The left eye is controlled by the right hemisphere of the brain, and the right side of the brain is responsible for emotion. It’s also a good idea to stay above the bottom line of the mailing address because the teaser can interfere with the USPS optical character reading equipment used for mail sorting.

While these are some guidelines for using teaser based on years of testing, basically, it's up to you. If you use a teaser, make sure it adds to the likelihood that the outer envelope will get opened. Tease the reader into wanting more. And, test. Try your package with and without a teaser and experiment with different teasers to see what works best for you.

When Should You Use a Teaser?

Teaser copy has been around as long as advertising. Teaser copy is so much a part of our everyday lives that we often overlook it. It’s the 70% OFF sign in the store window. Or, the description on the back of a book jacket. It’s even as simple as the headline on an ad.

How the outer envelope is treated can be the difference between the success and failure of a direct mail program. Here are some examples of when I recommend to put teaser copy on the outer envelope:

A mailing to non-customers.
People who aren’t your customers won’t recognize your company and may not feel the need to look at your mailing. A teaser is necessary to help draw them in.

A highly promotional offer. If you’re mailing a free sample or a sweepstakes offer, it seems silly not to blast that fact on the envelope.

An oversized mailing. A mailing in an oversized envelope is more likely to be opened and read if it has teaser copy on the outside. Because of the odd size, the recipient is going to recognize it as something promotional.

Here are some examples of when I might NOT use teaser copy:

A mailing to customers.
Teaser copy may not necessary on mailings to established customers. Name recognition is enough to get the envelope opened. In fact, a teaser will tip them off that you’re sending promotional materials. However, there are times when you can be promotional to your customers. For instance, if your offer is special or exclusive to customers or if you’re promoting a customer contest.

A mailing to businesses.
It might be good to keep your mailing low-key to make it past the office gatekeeper. If it looks too much like advertising, it may get trashed. However, on the reverse side, your envelope may need to get attention in order to make it through to the recipient. It often requires some testing and past experience to determine which approach is right for a particular situation.

A mailing with name recognition.
If your name is powerful enough, any additional copy on the envelope may sap out strength. For instance, a mailing with The Attorney General, Joe Smith–Chairman of the Board, or a
nationally known corporate name in the return address corner may be able to stand on its own to get the mailing opened. I would recommend a test to make sure the name can stand on its own.

In fact, even these examples of when to use teasers and when not to may not be right all the time. It really depends on the circumstances of your mailing. I always recommend testing your mailings and your teaser copy to see what works best for you.