Words to Live By

Still, Lynch points out two types of envelope “teasers” that do still work: “The first are those that ‘notify’ — e.g., ‘Your Annual Renewal Is Enclosed.’ The second are those that ‘clarify.’ For example, a nonprofit named after an obscure and virtually unheard of disease affecting children would likely benefit from a teaser along the lines of ‘Healing Sick Children Across America.’”