 |
|
|
|
|
 |
|
by Celeste Nadeau
Whether it’s your statements, a survey, or a carefully crafted marketing piece, the same challenge exists: how to get your member beyond the closed envelope. Below are some ideas for using your envelope as a marketing tool.
1. Your envelope should be representative of your credit union. Stand back a moment and look at your mailing envelopes. How does the corner card look? Is the printing clear and neat? Is the font large and clear enough to be read from 2 feet away? Are you increasing your brand recognition by using a logo? Are your envelopes beginning to yellow? All of these questions are basic to evaluating your current envelope.
2. Ticklers. A tickler is a small amount of copy that is written on the outside of an envelope. It might be an invitation, such as: “Free Offer Inside” or “Exclusive Invitation.” It could be presented as a hand-written note that mimics the look of ball-point pen, making the note look more personal. Teaser copy should entice the recipient, conveying a promise or a benefit. The secret of writing teaser copy is to be succinct, specific, to speak directly to your recipient, and to make your copy provocative. Words like “FREE,” “New,” “Exclusive,” “Important,” “Time-Sensitive” and “Open Now” are proven to be effective as teaser copy.
3. The envelope as a billboard. Whereas a bit of teaser copy can come across as a whisper, using your envelope as a billboard is like a shout. Using this method, you could choose colorful graphics that would be printed on your envelopes. If you have an annual event, a loan sale, or other important promotion going on, you can take the graphic for that event and plant it on the outside of your envelope. If you keep your envelopes interesting and always follow through on the promise on the outside of the envelope, your members are far more likely to open them.
4. Make it personal. One unusual method for smaller mailings is to use a regular envelope and have the address hand-written: no labels, no windows, and no postage metering. This personal touch elicits a feeling of personal care to the recipient, and can guarantee that the recipient will pay closer attention.
5. Think outside the box. The key to using your envelopes effectively is to be creative, to try new things and see what works for you. When mailing your statements, for example, be sure to change the "look" of your envelopes so that the recipient doesn't think to himself or herself ... "I know what this is" ... and thus tosses out or pushes aside without opening.
 Return to Resources.
|
|
|
|
|
|
|
|
|
© CU Ink