The outer envelope.

• Author: Wachtel, George
• Position: Letter Doctor - Bedford Home Loans - Brief Article

Let's look at the outer envelopes used by three different financial institutions to sell mortgages. The envelopes are from First United, FirstOhio and Bedford Home Loans.

All three chose a business window envelope with teaser copy on the outside. First United and FirstOhio both do not disclose who they are and use almost identical language in their teasers. Both techniques will aid in having noncustomers open the mail. Bedford lets the prospect know who they are and uses a more complicated technique of citing four consumer benefits ("Slash your monthly mortgage payment," etc.) on the backside and "No Kidding" on the front.

There are three ways to show standard (bulk) postage; each mailer chose a different one. In order of "worst to best," they are: preprinted indicia, postage meter and live stamp (the last comes closest to giving the illusion of personalized first-class mail.)

(1) First United Mortgage...