In business-to-business direct mail lead generation, more
prospects see your mailing envelope than will ever see what is
inside. That's because prospects spend only a few seconds
examining your envelope before deciding whether to peruse it or
pitch it.
Naturally, this tempts some copywriters to start selling on the
envelope, stressing features and benefits, even describing the
offer. Which is a mistake, most of the time.
As Herschell Gordon Lewis so well observed, "The only purpose of
the carrier envelope, other than keeping its contents from
spilling out onto the street, is to get itself opened."
This means that, in most cases, you should not spell out your
offer when mailing to a cold list (people who do not know you).
Instead, you should tease them inside, using envelope teaser
copy that is so intriguing and compelling that prospects simply
have to open your envelope to satisfy their curiosity.
Here are some tips for creating envelopes that prospects open:
1. USE VARIETY. People tire of seeing the same envelope
month after month. If they have pitched it once, they will pitch
it again. So put your sales message inside a different envelope
(larger size, different color, for example).
2.BE PERSONAL. Nothing says bulk mail more than an
envelope addressed to "The Office Manager" instead of to a
person by name. Whenever possible, address your B2B direct mail
to a person with a first and last name, and job title.
3. AIM FOR ACCURACY. How do you feel when sales people or
telemarketers mispronounce your name? Your prospects feel the
same way when your letter arrives with their name or initials
misspelled. This tip was brought to you by Alan with one L,
Sharpe with an E.
4. TEST YOUR TONE. Financial services companies that
generate leads using direct mail have found (through testing)
that envelopes that look official are more likely to be opened.
If you are selling insurance, mortgages, loans or credit repair
services through the mail, experiment with some envelopes that
look formal, authoritative and official.
© 2005 Sharpe Copy Inc. You may reprint this article online and
in print provided the links remain live and the content remains
unaltered (including the "About the author" message).
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