When most of us consider a teaser for a direct mail envelope, we think only in terms of copy. But overlooking the use of visuals may be an error.
A blogger at KD Mailing and Fulfillment writes, “When I worked at Better Homes and Gardens, we offered a series of books about decorating. I knew showing a beautifully decorated room quickly would lift response. So, I took the brochure and scaled it down and used the money we saved to pay for a glamour photo of a den on the outer envelope. Response was almost 20% higher than a white envelope with just teaser copy.”