Key Takeaways:

  • Envelope design can significantly impact direct mail response rates.
  • Both test envelopes used personalization and teaser copy to attract salon owners.
  • Envelope A focused on bold promises, while Envelope B emphasized the product itself.
  • Envelope B outperformed A by 18% due to its curiosity-driven, product-focused headline.
  • Personalization combined with subtle intrigue can be more effective than bold claims.

 

I created two direct marketing envelopes for a business-to-business client.

Both envelopes had the same content inside. However, each one had different teaser copy on the outside.

Both had the line “For Salon Owners Only.” And to show there was value inside, we placed a see-through window envelope with the prospect’s name imprinted on the bottle image.

Test: Envelope A had a bold headline that said, “Now, here’s the #1 Secret for Stopping Product Diversion and Boosting Profits – Even in a Recession!”

Envelope B said “Why This Bottle Holds Your Key To:” and then listed 4 bullet points such as boosting retail sales and creating loyalty.

Which do you think gave a better response?

Result: If you chose Envelope B, you’re absolutely correct! Envelope B generated an incredible 18% better response. Can you guess why?

While Envelope A certainly drew eyes with its eye-catching headline and promise of bigger profits, the best approach was focusing on the product itself: the bottle.

Envelope B’s headline made the prospect take a moment to consider the bottle. Once they saw the bottle… with their name written right on it… the urge to open the envelope and read more was irresistible.

Could your company benefit from an exciting direct mail piece like this?

Give Michael a call today at 615-933-4647 or email him at [email protected]. Our creative team can help you put together a business-to-business package that gets phenomenal results.

FAQs:

Q: What was the main difference between Envelope A and B?
A: Envelope A used a bold headline about profits, while Envelope B focused on the product image and benefits.

Q: Which envelope performed better in the test?
A: Envelope B generated an 18% better response rate.

Q: Why did Envelope B win?
A: Its teaser copy sparked curiosity and drew attention to the personalized bottle image.

Q: What was the shared feature of both envelopes?
A: Both used the line “For Salon Owners Only” and featured a see-through window with a name on the bottle.

Q: What’s the key takeaway from this test?
A: Subtle intrigue and product focus can outperform bold sales claims in direct mail.

About Craig Huey:

Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading authority on accountable advertising, direct response copywriting, and multi-channel campaigns. He publishes Direct Marketing Update (DMU) for company presidents, CMOs, and marketing directors looking to generate measurable leads and sales.

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