The envelope teaser

The burning question in direct mail fundraising?

Should you use a teaser for the outside envelope of your next appeal, or not?

Some say the plain, blank envelope is the best ‘teaser,’ a no-teaser kind of teaser.

But if you use a blank envelope to ‘trick’ people into opening it, and if the appeal isn’t something the donor wants or cares about, and they just toss it, then what have you really gained?

That’s why the opposing camp suggests using a teaser in order to set the stage for the donor and get her interested in what the appeal is all about, so that when she opens the envelope, she’s ready for something that’s relevant and interesting.

Along those lines, there are three basic types of teasers that work.

There’s the offer teaser.

There’s the benefit teaser.

And there’s the curiosity teaser.

To get the whole story – including specific examples for each kind of teaser – visit

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