The Bs agree that direct mail remains a powerful marketing tool — even in (especially in) these digital days. It takes more effort to “trash” paper mail than an email, and a well-crafted teaser can make all the difference in encouraging recipients to open your envelope before they get to the waste basket. Once they open your mail, your job is half done.

Here are some tips to help you write a compelling teaser that will pique curiosity and get your target audience over that initial hurdle.

1. Know Your Audience: As with all marketing, it's crucial to understand your target audience. What are their pain points? What excites them? Knowing your audience's interests and needs is the foundation of a captivating teaser.
2. KISS (Keep It Short and Sweet): Remember the KISS principle – keep your teaser concise and to the point. You only have a few words to grab their attention, so make every word count.
3. Create Intrigue: Teasers should provoke curiosity. Ask a question that the recipient will want to know the answer to. Make people wonder what they might be missing.
4. Focus on Benefits: Highlight the benefits of what's inside the envelope. If your direct mail contains a special offer, make sure your teaser mentions it.
5. Use Action Verbs: Action verbs add dynamism to your teaser. Words like "Discover," "Unlock," "Reveal," and "Get" encourage engagement. They make your audience feel like they're about to embark on an exciting journey.
6. Inject Emotion: Use emotional triggers that resonate with your audience. If your product or service can solve a common problem, express it in your teaser.
7. Play with Creativity: Think outside the box and use metaphors, wordplay, or puns to add a touch of creativity. A clever teaser can leave a lasting impression.
8. Personalization Matters: If you can, use personalized teasers with the recipient's name or relevant information. "John, your exclusive offer awaits inside."
9. Timing is Everything: Consider the timing of your mailings. Tailor your teaser to suit the season, holidays, or special events. "Unwrap a special surprise just in time for the holidays."
10. A Clear Call to Action: At the end of your teaser, provide a clear call to action. Encourage your recipients to open the envelope with a directive statement like "Open now!" or "See inside for details."
11. Test and Iterate: Don't be afraid to experiment with different teasers. A/B testing can help you determine which ones resonate best with your audience. Keep refining your approach to achieve better results.
12. Make It Visually Appealing: Use fonts, colors, and design elements that grab attention. A well-designed teaser is more likely to entice someone to open the envelope.
13. Maintain Consistency: Ensure that your teaser aligns with the content inside the envelope. You don't want to mislead your recipients, as this can damage your credibility.

Remember, the art of writing a compelling teaser for direct mail takes practice. It's all about understanding your audience and crafting engaging messages. And then … TEST, TEST, TEST.

With a great teaser, you'll increase your chances of capturing attention and driving success.