Creating effective envelope teasers.

Teaser copy works.

Tests have shown it over and over again, and it can work for all types of newsletter marketing, including high-ticket titles aimed at "sophisticated" audiences.

If you don't believe it would work for your newsletter, you should certainly test. For some audiences the "hand-typed" First Class metered, full return address approach does work as well as teaser (or maybe better), but more than half of all newsletter marketing mail uses envelope teaser copy.

The basic rules of teaser copy

1. All successful teaser copy is related to the self-interest of the prospect.

2. It shouldn't be an afterthought. Write eight or nine. Think about them carefully before deciding which ones to use. If you mail in large enough quantities, you can test teasers against each other.

In many, if not most cases the teaser copy is integral to the main sales point or benefit: it's repeated on the top of the sales letter and is reflected in all the copy, including the order form.

Many copywriters begin the process of creating a package by crafting the teaser first.

3. Never write or promise anything with your envelope teaser that might allow the prospect to feel disappointed, duped or cheated when he or she gets inside.

4. Don't be modest. Tests and practice by successful investment newsletters have shown that teaser claims that appear to border on the outlandish consistently outpull more conservative claims.

How much teaser copy should I use?

The old "ground rules" used to be only a few words for "handwritten" copy, but more for typeset. Practically, there doesn't seem to be any limit. And don't forget the back of the envelope, because it may be what the prospect sees first.

Basic teaser copy approaches

1. Mystery. "Why is this man the world's highest-paid investment advisor?"

2. Benefits. "Receive the profit-building secrets of the world's most successful newsletter publishers."

3. Benefits now and benefits later. "What are the 11 most common errors in newsletter launches? ... Details inside." Get the prospect into the envelope. My belief is that if you promise this, you have to deliver it in the package (see #3 above), but some use this approach when the prospect has to order to get the answers.

For many years Personal Finance used "17 Amazing Predictions for 19XX" as their control. "XX Predictions for 2004" can be used by just about any title.

4. The test teaser. Put the first two or three questions on the envelope and continue inside. Again, my preference is to provide the answers in the package. Prospects may well think, "If they are willing to give away this much good stuff, how much more will I get when I subscribe?"

For both #3 and #4 an effective compromise might be to provide some of the answers in the package itself and more of them when the prospect orders.

5. Target your audience directly. If you are marketing to direct mail professionals, a teaser reading "Important NEW mailing list information enclosed" almost has to be opened. True, if the recipient isn't really interested in lists, he or she may toss the package, but how likely was he or she to order in any instance?

A strongly targeted teaser can also help you reach your best prospects when circumstances compel you to mail to somewhat diverse audiences.

If you have the money and if you're already personalizing the mailing, you might enlist cartoonists from The New Yorker or other cartoon banks not only for copy but also for an entertaining cartoon.

Bulldog Reporter has done just that for its promotion to publicists. The (black and white) envelope featured a cartoon of a city editor holding his phone in one hand and holding the other up like a traffic cop: "Stop the presses! It's Paul Swift on the phone with a hot story for us!"

Like John Keats's thing of beauty, a truly good teaser can be a joy almost forever. For more than 20 years, through Republican and Democratic administrations and changing economic conditions, the Kiplinger Washington Letter used "More Growth and Inflation Ahead" as its control envelope teaser. Why? Because even after mailing millions of pieces, they hadn't found anything which beat it.