Deceit Isn’t the Best Way to Get Your Envelope Opened
How far can you go in order to get your envelope opened? Obviously, if you need a lawyer to parse the language you’ll be using, you’re going too far.
I recently received a mailing from a subscription firm that had the line “Account Suspension” in 14-point type printed above the address window. It was metered mail, so I knew it wasn’t a true accounting department notice, but rather a low-end dirty direct mail trick to get their envelope opened.
Reaction? Anger. Yes, I opened the envelope just to find out whom it came from.
It was a subscription request from a company in Baltimore, MD for “Inside Quark Express” a design professional newsletter. I might even get some benefit from the publication, but I will never buy from these people. I now also think less of Quark Express. Is that a good result? I don’t think so.
The form was replete with discounts and bogus add-ons such as online subscription archives and discussion group offers. There is also a warning that immediate attention is required or the service (which I am not getting) will be interrupted.
I wish I could say that people don’t fall for this type of fraudulent mail piece, but they are used frequently, so someone must be responding. My question is, “Why?” The newsletter company doesn’t care; it works so they use it.
To me, doing something because you can get away with it does little good for the industry. While they technically don’t break the law, they are not acting ethically. How long can they keep that up before people don’t respond at all?
As a small business mailer, you don’t have the luxury of walking on the dark side. Prove you can’t be trusted and you won’t be.
Getting your envelope opened is always a challenge, but the way to make it happen is to create an offer the prospect will want to find out more about. This doesn’t require trickery or lies. It requires knowing your customer, speaking directly to them and making an offer they can’t or don’t want to refuse.
When you send out a mailing, even if you have a good list, a high percentage of the mail pieces will be tossed without so much as a glance at the envelope. That’s life, and no amount of creativity or brilliant copy will change that. The next barrier, what I call the glance and toss, is where you have a chance.
The potential prospect is looking at each mail piece and making a judgment. Open? Or toss? Here you have thousands of options, none right in all situations. This is where knowing your prospect will make a difference.
Does the envelope look interesting to the prospect? Is it an unusual size? A blank envelope might prove interesting enough to be opened. The sophisticated, quiet but stylish address presentation may create enough interest to be opened. Embossed, heat stamped, or raised type may have enough prestige appeal to warrant opening.
A color printed envelope with an image and type that combines to create interest and mystery may be enough to get the envelope opened. A teaser statement that hints at the offer inside could get them to open your mail piece. You can let your muse be your guide, but keep in mind the person who needs to become interested or bemused is the prospect
