Give them a hint of what’s inside-giving a small hint of what’s inside works well. Give them a good reason to open the package.
While your loyal donors will most likely open the package, new or lapsed donors may not. Most recipients can deduce that you are most likely asking for funds. Your logo and name on the envelope instantly flags who the letter is from and what the contents are about. Hurdle 2: Your envelope instantly tells them that you are asking for money That’s how dire the situation can be for abused women. Inside, the letter informed readers that there is no time to pack even the most basic necessities of life when you are fleeing for your life. Tell them something they don’t know.Įxample: the envelope alongside for Interval House, Canada’s oldest shelter for abused women, with the toothbrush showing and the words: “There is no time to pack when you are running away” did the trick. When they opened it they found the answer in the brochure alongside.Ģ. Arouse curiosity by showing or telling them something new and attention grabbing (use a teaser).Įxample: the teaser in the envelope above was enough to intrigue readers to open it. There are two ways to make your package more interesting:ġ. Generally they discard anything that is not relevant to them or not interesting enough. Siegfried Vögele also observed that the average person spends between five and fifteen seconds scanning their mail, screening and deciding what to open, what to discard or what to save for later, all in the proximity of their wastebasket. Here are the six major hurdles your direct mail package must overcome: Hurdle 1: The package doesn’t look interesting enough Now, if your direct mail piece never gets opened, your message never gets read. Finally, they go to the back to open the envelope and read any continuing message before deciding whether or not to open it. Next, they check the name of the sender ĥ. They check to see if the letter is for them and if their name has been correctly spelled Ģ. Siegfried Vögele, a research professor of direct marketing, who used eye-tracking technology, discovered that this is how people react to the direct mail packages they receive:ġ. Its function is more than just holding the contents securely it must entice the respondent to open it. One of the hardest things is to get the recipient to open your direct mail package therefore the outer envelope is of prime importance.
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