7 of the Best Strategies for Writing an Engaging Direct Mail Teaser Line
The success of a direct mail campaign depends on many factors. One of the most important elements of any campaign is the copy. A great headline pulls people into the piece and encourages them to keep reading. However, with an excellent teaser line, you can rope people in before they even get to the headline.
A teaser line works similarly to a headline by giving just enough information to spark curiosity, but it is usually found on the outside of the envelope or in another obvious place to draw attention to the piece. There are many different strategies for writing a great teaser line, but the right solution depends on the intended recipient and the overall goals of the campaign. Read on for some strategies you may want to consider.
1. Introduce a narrative.
Virtually everyone loves a good story. For that reason, a strong narrative can make for a compelling teaser line. People will want to know what happens next. While this strategy can be extremely effective, it remains difficult to execute properly. A teaser is usually only a handful of words long, yet it needs to establish a narrative and create a cliffhanger for the reader. When done effectively, it should engage readers and keep them reading. Of course, this engagement also depends on maintaining the narrative throughout the entirety of the piece.
2. Include “new” or “news.”
People are drawn to the words “new” and “news.” While the two words mean very different things, both can attract people to the piece, especially when put at the beginning of the teaser. Both words point to timeliness, which is a great motivator for potential customers.
Importantly, when going with “news,” you should introduce something that is both timely and exciting for the customer. Information that has no bearing on the recipient will not make a good impression or encourage further reading. For instance, you can appeal to current customers with news about a product they have purchased from you.
3. Highlight numbers.
Humans are naturally attracted to numbers. When a teaser includes specific numbers, people are more likely to pay attention to it. However, numbers can be a double-edged sword. Numbers that appeal to the reader will encourage them to keep reading, whereas seemingly random numbers can cause them to toss the piece out.
Generally, specific numbers or percentages have a strong appeal. Recipients are more interested in “25 percent off!” than vague offers of savings. Similarly, “Seven ways to save money inside!” is more appealing than the generic “Money-saving tips inside!”
4. Harp on exclusivity.
Customers want to feel like they are special, so teasers that highlight the exclusivity of a deal are a great way to drive engagement. If only top customers were chosen for the campaign, you should highlight this fact. “A special deal for our top customers” sounds more appealing than a deal available to everyone. It makes individuals feel singled out by the company and helps build rapport.
5. Ask a question.
The appeal of questions is that they immediately engage the reader. Of course, a boring question will not evoke much of a response, but an interesting question can encourage people to open an envelope or continue reading. The best questions are those that are somewhat open ended. For example, the question “Do you know how to buy discount airline tickets?” can encourage recipients to continue reading even if they already know how. The chance to learn something new is very appealing.
You can even ask more esoteric questions. For example, “Are you x or y?” is a great way to engage people and spur them to continue reading.
6. Make it seem urgent.
A great way to motivate people to read and respond to a piece of direct mail is to appeal to a sense of urgency. If a deal is set to expire in the immediate future, individuals are more likely to act on it. If they don’t see a set timeline on a sale, they’re more likely to wait — and ultimately forget about it.
Teaser copy can help create a sense of urgency by clearly displaying the timeline. For example, marking something as “last chance” or including a specific expiration date can spur people to open the mailing and learn more about the deal.
7. Use a strong imperative.
A time-proven strategy for teasers is the use of imperatives. When taking this route, it is important to choose a strong verb that will immediately rope readers into the message. Also, this strategy can be combined with many of the others on this list. For example, “Reduce grocery expenses with the three tips inside” and “Boost monthly income in two easy steps” combines multiple strategies and gives a specific directive to the reader.
