Is teaser copy something you do
without thinking, like throwing on your watch in the morning, or it is
something you consider more carefully, like which pieces to include in your
ensemble?
The implications could be greater
than you imagine.
When done well, teaser copy helps
your envelope get opened. But when it’s
put together haphazardly or without much thought, the results could be quite
different.
In fact, according to copywriter Robert
Bly, your teasers could actually be doing more harm than good. In his December 11, 2003, DM News article, “9
Ways to Improve Your Outer Envelope,” Bly says that sometimes even strong
teasers can decrease, not increase response.
So how do you know if you should
include teaser copy or not? Even if you
think you have strong copy, test it. Do
an A/B split with a teaser and a teaser-less envelope and roll out the
winner.
If you can’t come up with something
strong, Bly suggests skipping it.
Why can no teaser be better than a
teaser? According to Bly, a blank
envelope does what copy can’t: it creates an interest in who it’s from and what
it is and will always get opened. An
envelope with teaser copy may or may not.
How will you dress your next envelope?
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