Direct Mail - Does Your Envelope Teaser Really Tease?

Does Your Envelope Teaser Really Tease?

Envelope teasers are very crucial in direct mail since the prospective customer has about 3 seconds to decide whether to open your envelope or chuck it into the trash bin.

Here is a weak and rather annoying envelope teaser that was on a direct mail envelope that I recently found in my mailbox:

"Is This Little-Known Energy Company America's Next Major Uranium Producer?"

My first reaction is:

"You are asking ME? You're supposed to be the expert and yet you don't know whether THIS [whatever it is] little-known company is the next big thing on the horizon or not?"

Who knows, perhaps this "little known company" is little known for a very good reason indeed...

A more frontal approach would've been much more effective:

"Little known company... about to explode as America's next major uranium producer. Limited-time opportunity this week to get in on the action before the "little known company" is not so anymore..." ?

Now, THAT would have perked my attention because of the strength of the claim.

PUBLISHERS -- If you want me to open that envelope, do not ask any puzzles and "Do Not Make Me Think."

WRITERS -- If you are trying to write a strong teaser, don't be halfhearted or shy about it. Make sure you really are TEASING instead of posing intellectual puzzles with no answers.

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Ugur Akinci is a senior writer with 20 years of experience.

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