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Is this the most effective possible outer envelope teaser?

David Ogilvy said that the only function of the copy and art on the outside of an envelope is to get it opened. As a corollary, Herschell Gordon Lewis (I think) said that the majority of the creative energy on a project should be lavished on the outer envelope. Same goes for subject lines in email.

All of which makes me wonder what was the process by which today’s example envelope got into the mailsteam. You can see it here: the plaintive muzzle of a loveable dog, with the teaser “When your pet dies, will you know what to do?”

It’s from the Olivet Memorial Park, presumably not a huge outfit to whom this project was so trivial they chose the first headline that came to mind. I imagine there was quite a debate. There might even have had a presentation from a copywriter who came up with this head, and told them why it was really good.

There are many motives to get people to open an envelope. Guilt, for example. “Your pet gave to you all her life. Now it’s your turn.” Or just love between a person and pet. “Now there’s a place to share forever the love you have.” But instead Olivet’s advisory board chose the practical way: “When your pet dies, will you know what to do?” There will be a body to dispose of, probably some health laws to follow, hmm. Yet I would bet if you did an A-B split against virtually any emotional headline, the emotion will win every time.

And on actually opening the envelope, I find that there are indeed some emotional appeals. “Losing a pet is as painful as losing any other family member”… and an offer of a “Pet Memorialization Planning Program”. Putting one of these messages on the outer would certainly have boosted its effectiveness but, like a canny minor league pitcher, Olivet wanted to save its best stuff until last… after the crowds have departed.

letter and other elements of Olivet package

As I was writing this, I happened to come across the example “if you died today, who would take care of your family?” web banner and wondered if this was the inspiration for Olivet. But look at the differences. It’s a very clear and specific concern vs “what would you do?” Plus, people trump animals every time.

Work hard on your outer envelope or subject line. Work on everything, but especially on that. If you don’t, you may end up in the pet cemetery.