You need an outer envelope for your next mailing, but why settle for a silent one? Envelopes are most effective when they have a voice and a purpose in a direct mail campaign. Try these ideas:

• Speak to your audience. Use teaser copy on the outer envelope that speaks directly to your target audience. Use key words that lure them in. For example, a mailing to new moms could read: "Better sleep for you and your baby—details inside."
• Give specifics. The outer envelope is a perfect place to preview your offer. Let it “sizzle” with information about the offer, savings, and deadlines so the recipient has a compelling reason to open and reply or buy now.
• Enhance with images. Images, especially images of the product you’re featuring or giving away, are a great way to attract your recipient and improve response. 
• Less is more in business. If business-to-business mailings look too much like flashy consumer advertising or “junk mail,” they’re more likely to get tossed. You can still use an outer envelope effectively, but make it professionally appealing.
• Interact if possible. Boost response rates with interactive features such as a tear-off strip or peel-off reminder, or add a digital medium like a scannable QR code.

Teasers to Try

Consider and tweak these envelope teasers for your next mailing:

• Save $100 until Dec. 1, 2014—details inside.
• Every item is 50% OFF—open and shop now!
• Exclusive offer for wine-lovers inside.
• Save $10 at your next appointment—details inside.
• FREE recipes inside…

Don’t let your next envelope be shy and speechless; make it “talk” to make it more memorable.

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