I got a piece of mail last week with a teaser in all caps:
CHECK ENCLOSED
Of course, I opened it. Inside was a real check made out to me in the amount of $2.50.
The beginning of the letter read:
Dear Neil,
The enclosed check for $2.50 is real. You can cash it if you choose, but I’m counting on you not to.
I sent you this check to make a point …
OK, so I haven’t cashed the check. (And I won’t.) I also haven’t made a contribution to the charity. (And I won’t.) But the teaser did its job. I opened the envelope.
Is there anyone who wouldn’t open an envelope with the teaser, CHECK ENCLOSED? (Except Bill Gates and Warren Buffet.)
Is the promise of free money a nearly perfect teaser concept?
I would think this particular mailing had a high open rate. That’s always the first major hurdle in direct mail.
Neil Sagebiel 