8 reasons your direct mail appeal didn't work (Part 5)
By Wayne Gurley
President & Creative Director
5. Your outside envelope left no mystery as to what was inside.
If your outside envelope “telegraphs” what’s inside your package, your donors and prospects may decide to trash it even before they open it.
That’s why it’s always best to leave a little mystery about what you’re sending.
Your logo without a picture or teaser on the front is probably the best way to craft an outside envelope. Why? Because if you put a lot of stuff on the envelope that leaves nothing to the imagination, then the decision as to whether or not to take a look inside can be made before it’s even opened.
If you know how to “tease” with copy and art, then by all means, proceed. But most people are woefully inadequate at this task. They usually say too much, and as a result, response can be negatively affected.
When they first see your package, you want them to think, “Hmmm…I wonder what this is about?” Your #1 objective is to get people to OPEN your envelope.
That’s half the battle of being successful with direct mail. If you can get a person to open it, then there’s a chance they’ll read your letter, understand your message AND send a gift. But that will never happen if they trash it first.
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