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Marketing anything by mail requires appreciating a common sense concept: Your offer can only be accepted or acted upon or the order sent in if it is read. The Oscars, Golden Globes always try to spark excitement with a plain envelope keeping the winner's name a secret until the last moment. For you to profit, you want the spark of excitement, but you have no guarantee that that the potential customer audience will even open a plain unmarked envelope.
Some envelope appeals are just that simple, but wait, there is more. What goes on the outside of the envelope in addition to the stamp, addressee and sender names is important. It has only one function -- to get the envelope opened and the move to action contents read. Because it often tries to be clever, witty or just plain intriguing, the wording on the outside of the envelope is called "teaser" copy. It is that little extra somthing that takes the letter out of the ordinary.
First, think about your offer inside the envelope and go from there. To get your idea file started, try on the following ten (10) examples for starters:
1. A note that the envelope was requested by the recipient. That's right. A person receiving mail will be predisposed to open the letter or packet if they know it is something that they requested. So tell them. Easy. Put words like "Information You Requested", "Thanks for Asking. Your info inside" or similar thoughts.
2.State what's inside the envelope. Be brief, but if you want to target music lovers, a reference to music contents should attract your desired audience.
3.Mention your Bonus Offer. Attract the recipient with a short reference to your bonus offer, asking the reader to see inside. If you are sending out an offer that has a "free" element. Use it as the attraction to get the envelope opened.
4.Offer Expiration Date. Create a sense of urgency or feeling that the reader only has a short time to act. Make sure the contents also tell the same story. Words like "Limited Time Offer" or "When (item) is gone, its too late to save" or "Offer Good Ten Days Only". Create the worry that the reader is going to miss out on something important and all he or she needs to do is take a moment to open the envelope.
5.Show a Photo.If there is a product, show the product with a photograph on the envelope. A picture can increase the perceived value of the contents, or send a signal to your desired audience.
6.List names of Satisfied Customers. Use customer names with permission of course, but if your customer is well respected in the circles that you are sending your offer to, then by all means consider this for the outside of the offer envelope. If you have a no obligation sign up look (like us here at DOTDON Specialty Wholesale), think about mentioning it on your envelope.
7.Product testimonials. If you have product testimonials, use them on the envelope. You need to be specific and identify the source. Glowing words without identification of the source can easily backfire.
8.Letter from President.She or he can state the best features of your offer or comment on your guarantee. It can add a personal touch or human credibility.
9.Examples of Benefits. A bullet list of your product offered benefits relating to saving time, making life easier, etc. Features can work, but benefits are better. See earlier Free Marketing Tips from DOTDON Specialty Wholesale at this web site.
10.A list of What's New. This can be important if you are remailing to a group of former customers or prospects who did not initially buy. You're trying to tell them its not the same old offer, but better, bigger, or less costly. Hit the big point or points.
Write for our booklet "Ultimate Sales Letter Strategies". It's available for only $10.00, shipping included. Fax a copy of your check or credit card informtion to DOTDON at 653-359-3849 today. It'll help when your envelope is opened.Copyright 2001 DOTDON
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