To get a direct mail prospect, customer or donor inside your envelope, the teaser is a crucial factor. How do you make that happen? What headline can you use to get them to act?
A year ago, I reviewed the thousands of direct mail packages received by Who’s Mailing What! Keeping in mind the great work of so many giants of the craft, like Mel Martin and Bill Jayme, I came up with some of the best direct mail teasers used in 2015.
This year, I spent some time looking through even more mail from 2016. I made a list of two dozen or so good ones; here are six, arranged in no particular order.
I also like how it includes two qualifiers. When can you cook healthier? “TODAY.” How? “Without leaving home.”
2. Consumer Reports
These guys have produced a lot of great direct mail over the years. Sometimes the name of the magazine alone (or a line drawing of its building) on the envelope was enough to get a big response from subscribers.
This latest effort calls attention to the three “bubbles” it bursts right below the headline. As usual, the intention is to show a little taste of how the magazine’s content inside the mail piece defies pre-conceived notions.
3. Farmers Insurance
Oversized windows allow you to put compelling copy and images in two places at once: the outer, and the inside piece. Farmers has been leveraging its popular TV commercials with J.K. Simmons as “Professor Burke” in its mail for a few years.
This latest campaign uses an image from one of its “Hall of Claims” spots, where some crazy and funny story results in a claim being paid by the company. With this familiar branding and slogan from TV, an agent can generate a lead, and also play on their experience and training.
4. Met Life
I’m not sure which I like better about the front of this 6”x9” envelope. The giant “$0” is impossible to miss. But the crisp, short statement works so well: “No down payments … Ever.” No wiggle room there. None.
5. Sierra Club
Speaking of making a point with minimal copy, you can’t get much more concise than “BUZZ KILL” in a distressed typeface. Paired with a photo of a dead bee, it’s a good way to introduce people to the collapse of bee populations due to pesticides. Many of the variations of this fundraising direct mail package include a packet of free seeds for attracting pollinators.
6. Sirius XM
“You served for us. Now it’s our time to serve you,” this teaser says. And inside, the letter is from the company’s VP & GM Operations, John Archer. He also happens to be a Navy Reserve Captain.
He offers an impressive 25% lifetime discount on the service to his fellow veterans. I’d love to see more segmentation like this, mail that explicitly honors our service members.
So, those are some of my top picks. How about you? What teasers rock your world (or your customers), even if they’re a few years old? Please, let’s talk about it in the comments below!