Producing an outer envelope without a teaser is a technique that has proven to lift open rates and, in turn, response rates. Receiving a mail piece from a trusted company (especially from a financial partner like your bank or mortgage company) requires no additional messaging to get you to open it. The curiosity and worry that it is an important document is enough of an incentive to break out the letter opener.

But sometimes I like to be teased! Frequently, companies assume too much when sending out direct mail. No matter what type of company you are, if you don’t play your cards right, you run the risk of watching your direct mail program go down the toilet or worse, your brand damaged in the eyes of your most profitable customers.

A month ago I received a beautiful invitation to a special and worthy event. An event benefitting The Breast Cancer Research Foundation with a special sales event with all proceeds going towards the charity. It was sponsored by COACH, the high-end retailer of leather handbags and other “Must-have” accessories and Allure, the fashion magazine. Read more…