I want to please, not tease... >:^(

9 years ago

You're making some big assumptions here. The guy you are working with insists on it, why? Did you ask him?

In reviewing about a billion dollars of envelopes sent, I'm going to give it about 50/50.

But, all of those, were split tested. Didn't see significant data to NOT test both.

gjabiz

Originally Posted by splitTest

I'm working with a guy who insists on using a teaser on his envelopes. I'm thinking this not only adds printing costs to the mailing, but also has the potential to reduce open rates.

(Especially for b-to-b!...)

An envelope without a teaser almost always gets opened. Recipient has to open it to see what it's about... Don't want to miss anything important!

...But an envelope with a teaser? It's instantly recognized as advertising. ... So whether it gets opened (or more likely, tossed) rides on that teaser alone.

In fact, you want to skip the teaser for the same reason you sometimes want to hand-address the envelope, no? ( That is, to make it seem less like advertising and more like personal mail...)

Indeed, you want to skip the teaser for the same reason you sometimes want to mail without a name on the return address, no? ( That is, to spark curiosity about the contents of the envelope...)

...Sure, a teaser can highlight a cut-off date for response ... but otherwise it seems the blank envelope is stronger, especially for b-to-b...

Maybe some of you have more experience with this than I do... Am I overlooking something great about teasers? In what cases would you want to use one? In what cases would you just leave it off?

How about this:

==> If you're promoting your copywriting services, would you use a teaser on the envelope?

<==

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splitTest

9 years ago

Originally Posted by gjabiz

You're making some big assumptions here. The guy you are working with insists on it, why? Did you ask him?

In reviewing about a billion dollars of envelopes sent, I'm going to give it about 50/50.

But, all of those, were split tested. Didn't see significant data to NOT test both.

The guy is showing me stuff they've done in the past, and wants to follow the format... I'm the kind of writer who presumes the client knows what they're doing with regard to strategy -- if he wants a teaser, I write the piece accordingly... I'm more of a "grunt" than you guys...

Anyways, I came here with the issue hoping to gather a strong argument as to why he needn't be wed to using teasers...

Like -- surely, there must be advantages and disadvantages to using teasers that would dictate when to use them & not? I ran through my thoughts on the subject in my opening post. Hoped you guys would have insights to add to that...

Also -- the teaser has to jibe with the piece in the envelope, so you don't simply test using a teaser or leaving it off... The teaser is part of the overall copy strategy, integrated with the rest of the piece, correct?

Originally Posted by Alex Cohen

I'd be more inclined to use a teaser than not use one.

I'd combine curiosity with a case study. Something like, "Last month, a carpet cleaner in Glenville doubled his net profit with a simple, ten-word email. I show you the exact email inside..."

Your client's specifics would of course be different.

Alex

That's good stuff Alex. I can see how a teaser like that would work selling copywriting services. (Presuming the writer has an impressive case study like that to tout...) But do you think there's a "rule" -- or guidelines -- for using teasers overall?

Is curiosity the appeal? Well, if that's the case, why would teasers work any better than a blank envelope, which appeals to curiosity just as strongly?

Other than the "deadline" aspect, the only rationale for teasers I've ever come across in all my copywriting reading was that teasers "set the tone" for the rest of the piece. Seems like a pretty weak benefit in exchange for marking your piece as advertising before the envelope is even opened...

Originally Posted by Jack Gordon

I had good success with a B2B envelope teaser years ago. I was able to play it off of a unique data field that "accidentally" appeared in the envelope window. That combination made it a very personal and well targeted piece that practically forced the recipient to open it.

Of course, that approach works best when you have (and can merge) relevant data that hits a nerve with your market.

That's a little cryptic for me... Can't picture it. A little more detail?

Thanks
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Alex Cohen 9 years ago

Originally Posted by splitTest

Is curiosity the appeal? Well, if that's the case, why would teasers work any better than a blank envelope, which appeals to curiosity just as strongly?

True, a blank envelope could work the same or better.

If I had the volume, I'd test both. If not, I'd go with the text option, since the client wants it.

Alex
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Jack Gordon 9 years ago

Originally Posted by splitTest

That's a little cryptic for me... Can't picture it. A little more detail?

My apologies... I didn't mean to overcomplicate it.

I simply teased an element on the envelope that was visible in the window. The visible element in the window was a custom field that had been merged into the letter that had special meaning to the recipient.

For instance, for past customers it could be something like "Your last order has opened up a special discount for you" and in the window there would be - above or below the address - a reference to the specific items they ordered last time. This creates a personalized effect that makes the letter much more irresistible to the recipient. You know something about them, and they want to know more about what you know and how it may benefit them.

The above is not what I did, but mine is so niche it would probably confuse you more. This isn't necessarily a good example either, just thrown out there to illustrate a strategy that could be very effective if the right kind of data is in your possession.
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Alex Cohen

9 years ago

Originally Posted by splitTest

How about this:

==> If you're promoting your copywriting services, would you use a teaser on the envelope? <==

I'd be more inclined to use a teaser than not use one.

I'd combine curiosity with a case study. Something like, "Last month, a carpet cleaner in Glenville doubled his net profit with a simple, ten-word email. I show you the exact email inside..."

Your client's specifics would of course be different.

Alex

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Jack Gordon

9 years ago

I had good success with a B2B envelope teaser years ago. I was able to play it off of a unique data field that "accidentally" appeared in the envelope window. That combination made it a very personal and well targeted piece that practically forced the recipient to open it.

Of course, that approach works best when you have (and can merge) relevant data that hits a nerve with your market.

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TakenAction

9 years ago

Have him read this by Gary Halbert, he speaks about teaser copy.

The Amazing Direct Mail Secret Of A Desperate Nerd From Ohio — The Gary Halbert Letter

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splitTest

9 years ago

Originally Posted by TakenAction

Have him read this by Gary Halbert, he speaks about teaser copy.

The Amazing Direct Mail Secret Of A Desperate Nerd From Ohio — The Gary Halbert Letter

This is a great read, TA -- right on topic. Thanks!

Thanks
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TakenAction 9 years ago

Originally Posted by splitTest

This is a great read, TA -- right on topic. Thanks!

Yeah no worries, let me know what happens with the client. Did you have him read i it?
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- splitTest 9 years ago
  
  Originally Posted by TakenAction
  
  Did you have him read i it?
  
  Not quite at that point in the relationship yet. I might spring it on them at some point to back up my ideas. Right now, just doing my best to excel at what they ask.
  
  Thanks
  
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Andrew Gould

9 years ago

From Denny Hatch's excellent Million Dollar Mailings:

In the opposite camp [to Halbert] is the dean of American copywriters, West Coast freelancer Bill Jayme, who believes that it is wrong to trick a person into putting a promotional mailing into the "A" pile. Yes, it will get read first. But just as soon as the person realizes it is a pitch for a product or service, he or she will become quickly disgusted at the trickery and not only not order, but never want to hear from the mailer again.

"Never disguise the fact that it is advertising mail," Jayme has said. And then, with something less than his usual elegance, he added:

Your outer envelope is where your prospect decides whether to stop, look and listen. It's the come-on - the headline on the ad, the dust jacket on the book, the display window outside the store, the hot pants on the hooker.

According to Jayme, this holds true for the business arena as well. "Any competent secretary can recognize bulk mail. The secret to overcoming the 'secretary barrier' is to create an envelope that looks interesting."

Who's right: Halbert or Jayme?

Of more than 100 mailing packages analyzed for this book - mailings that have proved themselves successful over a period of years - not one fits the Halbert model.

Who's right: Halbert or Jayme?

The answer is found in the words of guru Dick Benson, words so often quoted by Malcolm Decker:

There are two rules - and two rules only - in direct marketing. Rule 1: Test everything. Rule 2: See Rule 1.

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Andrew Gould

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splitTest

9 years ago

Originally Posted by Andrew Gould

From Denny Hatch's excellent Million Dollar Mailings:

In the opposite camp [to Halbert] is the dean of American copywriters, West Coast freelancer Bill Jayme, who believes that it is wrong to trick a person into putting a promotional mailing into the "A" pile. Yes, it will get read first. But just as soon as the person realizes it is a pitch for a product or service, he or she will become quickly disgusted at the trickery and not only not order, but never want to hear from the mailer again.

"Never disguise the fact that it is advertising mail," Jayme has said. And then, with something less than his usual elegance, he added:

Your outer envelope is where your prospect decides whether to stop, look and listen. It's the come-on – the headline on the ad, the dust jacket on the book, the display window outside the store, the hot pants on the hooker.

According to Jayme, this holds true for the business arena as well. "Any competent secretary can recognize bulk mail. The secret to overcoming the 'secretary barrier' is to create an envelope that looks interesting."

Who's right: Halbert or Jayme?

Of more than 100 mailing packages analyzed for this book – mailings that have proved themselves successful over a period of years – not one fits the Halbert model.

Who's right: Halbert or Jayme?

The answer is found in the words of guru Dick Benson, words so often quoted by Malcolm Decker:

There are two rules – and two rules only – in direct marketing. Rule 1: Test everything. Rule 2: See Rule 1.

Mmmmm... Hookers in hot pants....

Anyway, it's interesting to read two expert perspectives so diametrically opposed. Can't help but point out, however, that Jayme's example sorta undermines his point. The secretary isn't the person you're trying to reach, so the teaser in that case is more likely a liability than an advantage...

In fact, if there's a gatekeeper, you want to do all you can to make the piece seem personal -- stuff like plain envelope, "lumpy" mail, first-class stamp, handwritten address, "personal", "private", "here's the information you requested" etc., correct?

A run-of-the-mill benefit-oriented teaser just gives the gatekeeper more reason to dismiss the piece (unopened) as "advertising"...

...So I'd say point goes to Halbert. No teaser, unless there's a specific, strategic reason to use one, like in Jack's example above.

Yes, testing is important, but I think most teasers are unnecessary at best, detrimental at worst -- so there's really not much reason to even test them...

I'm starting to think that other than specific appeals to curiosity, urgency or personalization, there's really no benefit to teasers. I'm with Halbert: most advertisers are "shooting themselves in the foot" with teasers...

In fact, Halbert makes it pretty clear with his walkthrough of how he would write if his life depended on the success of his next mailing... Wouldn't we all skip the teaser in that case? There are a lot of copywriting tricks we all would drop under those circumstances, starting with the teaser.

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Andrew Gould

9 years ago

Originally Posted by splitTest

In fact, if there's a gatekeeper, you want to do all you can to make the piece seem personal -- stuff like plain envelope, "lumpy" mail, first-class stamp, handwritten address, "personal", "private", "here's the information you requested" etc., correct?

No idea. I don't do direct mail. I remembered reading this and thought it was relevant to the thread.

In fact, Halbert makes it pretty clear with his walkthrough of how he would write if his life depended on the success of his next mailing... Wouldn't we all skip the teaser in that case?

I wasn't try to convince you either way, just offering a different opinion.

My view on the matter, would be that if you're a "grunt" (as you put it) do whatever the client wants. And then work on changing your positioning.

Good luck.

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splitTest

9 years ago

Originally Posted by Andrew Gould

I wasn't try to convince you either way, just offering a different opinion.

Yeah I know that. I enjoy discussions of copywriting theory, as a fan & student of the craft...

In fact, I assumed you were just quoting "Million Dollar Mailings" for the sake of discussion -- not serving up your own advice or anything.

I appreciate Jayme's perspective. Just saying -- Halbert's way seems to make more sense.

Of course, if anyone drops some science as to why Jayme's way is correct, I'd enjoy reading that too!...

Thanks
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gjabiz

9 years ago

E = Mc3 ??

What are you looking for?

The science used to determine which or what in Direct Response or Remote Direct Response marketing is math.

They may understand the pseudo-science of psychology, as it relates to open or not to open...but a statistical significant difference between A and B with one converting more than the other is the science used.

And the only way to know that, is, testing. Numbers don't lie, and liking, guessing or favoring is irrelevant to science. Only results.

gjabiz

Originally Posted by splitTest

Yeah I know that. I enjoy discussions of copywriting theory, as a fan & student of the craft...

In fact, I assumed you were just quoting "Million Dollar Mailings" for the sake of discussion -- not serving up your own advice or anything.

I appreciate Jayme's perspective. Just saying -- Halbert's way seems to make more sense.

Of course, if anyone drops some science as to why Jayme's way is correct, I'd enjoy reading that too!...

Thanks
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splitTest

8 years ago

Originally Posted by gjabiz

E = Mc3 ??

What are you looking for?

Mainly mind-expanding discussion....

Originally Posted by gjabiz

They may understand the pseudo-science of psychology, as it relates to open or not to open...but a statistical significant difference between A and B with one converting more than the other is the science used.

And the only way to know that, is, testing. Numbers don't lie, and liking, guessing or favoring is irrelevant to science. Only results.

gjabiz

Well, thanks gja... but I think most people who are acquainted with copywriting know the value of tests, etc.

(And btw, "drop some science" is just old slang for explaining something thoroughly. Enlightening someone, so to speak...)

However, just in the interest of clarifying why I'd enjoy reading what folks in the "pro-teaser" camp have to say, let's look at this analogy:

You're designing a piece... You're choosing fonts... Should you use comic sans or arial bold in your header? The answer isn't "testing"... There are clear-cut circumstances in which one font or the other is appropriate.

You don't just test willy-nilly. ("Willy nilly" is slang for haphazardly...

ha ha j/k)

...Same with copywriting -- there are circumstances in which certain devices come in handy. Other circumstances in which they might be detrimental.

Sometimes you might want to use "story" ... Other times, you might want to reduce your pitch to just bullet points.

My question was about envelope teasers -- like: what are the circumstances in which you'd gravitate toward using them?

(Don't answer. I know that most of the people here don't really know, never really thought about it, and don't much care... I'm a lil different, in that I'm a genuine fan of the craft, so the "science" behind copy tools interests me...)

Personally, I've come to the conclusion that outside of really compelling opportunities to capitalize on curiosity, urgency or personalization, there aren't a lot of reasons to use teasers... In fact, it looks like they're overused out in the wild, and advertisers are "shooting themselves in the foot" with them, as Halbert said.

Anyhoo, the fact that no one here has much of an answer confirms my thinking.

Arigatou gozaimasu.

P.S. -- Some Allstate insurance office in my neighborhood keeps sending me sales letters. I open them each time, because they come in a plain envelope, like most of my bills. If there were a teaser, I wouldn't open them. They're wasting money either way, but just sayin' -- they get opened...

Thanks

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Steve The Copywriter

9 years ago

And as Andrew said "Million Dollar Mailings" is a brilliant book.

Just pipped at the post by "The Greatest Sales Letters Of All Time" - Richard Hodgson.

Both are as good for you today as they've always been.

Steve

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