Page 65 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

26 IT CAME FROM OUTER
SPACE

Usually, marketeers who don’t, or won’t, overprint envelopes
say it’s because “Then they’ll know it’s direct mail.” I’m sorry to
disappoint these wide-eyed hopefuls, but your reader already knows
it’s direct mail. Unless you’re handwriting every envelope and using
postage stamps, there are enough clues to give the game away to
even the most simple-minded recipient.

Instead, why not try to show them that it’s relevant direct mail.
interesting direct mail. Direct mail that could change their lives.
You do this with copy. And maybe graphics too. Just as with email
subject lines, the outer copy entices you to open it. It arouses your
curiosity. It promises some benefit or other.

The idea

From Radio Times, a TV and radio listings magazine
The outer envelope for this mailpack covers all the bases. The copy
reads, “Your guide to the TV and radio you’ll love.” There’s also a
montage of covers. And a flash reading, “Get 12 issues for £1.” It’s a
really powerful come-on to open the envelope. Which is all we need
at this stage.

Here’s a little example I put together to show you why envelopes are
so important.

Suppose you’re selling a £130 product by direct mail. You mail
10,000 pieces at a cost per piece of 50 pence. Your total marketing
cost is £5,000.

56 • 100 GREAT COPYWRITING IDEAS