One way to get your outer envelope opened is to use teaser copy that arouses curiosity or promises a benefit the reader simply cannot resist. A direct marketing teaser for a very successful financial promotion mailed during the dot.com boom read: “Inside: The One Internet Stock You Must Own NOW.”

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You can also go in the opposite direction by using a “blind” envelope — one designed to look like regular or business mail instead of advertising material. The logic here is that people almost always open personal mail and business correspondence.

Another tactic that works is to make the outer envelope look like some sort of “official” notice to emphasize its importance. But be careful: an envelope that looks like an IRS notice or a letter from a lawyer may scare prospects, angering them so much that they lose all interest in doing business with you.

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