Envelopes are really the unsung hero of direct mailers. Just because of their short life, envelopes surely miss the credit they truly deserve. Some argue that just a logo at the sender’s panel is all that you need to create magic. I feel it is not even half the truth. Envelopes entice, excite, and engage your readers. Envelopes are like entrée to a feast: your Marketing communication.
Honestly, if your envelope is not exciting enough, your perfect communication piece will stand totally wasted. So, here are a few ideas that can help you create envelopes that will surely be opened:
Stick to the benefit
No matter what you think, the first thing your client and more importantly your audience would like to read is the reason why you are writing the communication. So scream, if necessary, why your audience should open your envelope and see them actually do that.
Create urgency
Create desire by bringing urgency in your envelope lines. Impactful words like Act Now, Limited Period Offer inside can make all the difference. Deadlines always induce action, so use them but judiciously.
Keep it simple
You may not be the only one wowing your audience. Simplicity does not mean you cannot be creative. Make your envelopes easy to understand. I mean No clichés, No cleverness, No bantering of words.
Teasers work
Tease your readers; excite them to open the envelope but never overdo it. Talk to prospects, relate to their interests, and make them feel special. Tell them there is something inside that will make their life easier or something exclusive. Create excitement with impactful words like Introducing, Discover, and New.
Hit where it hurts
Our impulse to improve ourselves makes this your biggest asset while writing your envelope lines. Focus on the needs or wants and show the way to quickly and easily achieve the same.
Ask a question
Be direct; ask a question that directly involves your reader. Please do make sure that the question is directly related to your proposition, being clever or casual will only agitate your reader. Your reader should be able to answer your question in a simple “Yes, I want to know more” or “I am not interested.”
Idiot proof
Tell your reader exactly what he needs to do. Words like “See/look inside for details” “Open Here” make sure that your envelope line is read and acted upon.
Add visuals that create desire
Crank up the excitement with exciting visuals of your product. Create the excitement but never fill every inch of your envelope with benefits etc. Too many words only create chaos. 6 to 7 words on your envelope are all you can expect your readers to skim through and decide to open. Writing more only adds to the clutter (remember the stamps and the usual chaos by our courier boys).
Watch your tonality
While writing, remember your envelope should look like a personal request not an advertisement. Your tone and mannerisms while writing the envelope should be very professional and stick to a pleasant tonality. Never act as if you know them because you really do not know them.
Your envelope sets the flavour of the communication and is surely the key determiner of your success as a Direct Marketer. I hope to hear what you would like to say on this, so please do share your thoughts.
Cheers!
An excellent list. This may seem elementary, but it remains important and you've said it so well!
ReplyDeletehi...nice list! great help for "budding copywriters" like me. BTW i work in the same comapny except im in mumbai :D good job!
ReplyDeleteHi nancy,
ReplyDeleteThanks a ton, I seriously wish to only talk fundamentals, because it is easy to write but not easy to sell.
Wunderman is a great place to work, so Mr. Copywriter (Mumbai)you will learn a lot under the able guidance of Leroy. I would continue writing here so do keep in touch.
It was I think David Ogilvy who said (and if not, he should have said it): "80% of your creative energy should be spent on the outer envelope." Because if you don't succeed in getting it opened, nothing else matters!
ReplyDeleteYou had many good points I agree with. I have tested a lot of different envelopes, and although there are no right and wrong answers, I’ve found out that it is better saying nothing, rather than something uninteresting.
ReplyDeleteThe “Open now!”, “Urgent” etc. arguments have in many cases lost its meaning, and one should try to make the UBP (Unique Buying Proposition) better. A good eye catching argument on the front works, but in many cases; where does the receiver look first? The sender on the back! I’ve seen with great results with the “what’s in it for me” argument right under the sender on the back of the envelope.
Another thing, the design, color and feel of the envelope are also very important. By changing the size or color the envelope has a bigger chance of getting noticed and the response rate has gone up.
Thanks Otis, I think you simply nailed it with that :)
ReplyDeleteI surely agree with you on that Andre, but what do we do when the client has a guideline book. No matter what you do, you have to use the same old read? Can only change of size do the trick?
Ver useful too!
ReplyDeleteKenny Beck
Superstarcase.com
the name is georgia. georgia sagolsem. n yes wud like to a lot if u'd refer to me as "miss copywriter". quite a lot to learn from your blog here. In fact im using this as my guide for this DM piece i'm doin RIGHT NOW, THIS INSTANT!
ReplyDeleteThank you Miss Writer (Georgia), hope to continue helping you.
ReplyDeleteCheers!
Prashant