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5 Answers About Getting Envelopes Opened

May 20, 2009 By Ethan Boldt, Editor-in-chief, Inside Direct Mail
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Question: Are most backs of the outers blank, or do you just think the front is the most important?
Rosenspan: I think the front of the envelope (or where the name and address is) is probably most important, but why waste the back? But once again, you have to be careful. Don't just give me additional information; give me something that compels me to open the envelope.

Question: Why does an envelope perform better than a postcard?
Rosenspan: Three reasons, I think. One, opening an envelope is a "mini-commitment" to spending more time on what's inside. (And the more time someone spends with your direct mail or e-mail, the more likely they are to respond.) Two, it allows you to include a real letter, which is the most important part of a direct mail package. Three, it just does. Test it, and you'll see.


 
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Most Recent Comments:
Gordon Glazer, CMDSS, CMDSM, MQC - Posted on May 26, 2009
A better question would be to test a Meter Impression vs. uncancelled stamp or Permit Imprint. A Precancelled Stamp, is just that, Pre-cancelled and will appear naked as the day it was born. This is a flag that recipients recognize as junk mail. Better would be to use the Mailer's Postmark cancellation on top of the bulk stamp.

A Meter Impression indicates business mail, so unless you are trying to fool someone that you are mailing as an individual, I will argue that it will work better than either a stamp or a permit imprint.
Mary - Posted on May 20, 2009
sadly for a lot of DM items is that they are just too too too wordy. Less words say SO much more.
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Archived Comments:
Gordon Glazer, CMDSS, CMDSM, MQC - Posted on May 26, 2009
A better question would be to test a Meter Impression vs. uncancelled stamp or Permit Imprint. A Precancelled Stamp, is just that, Pre-cancelled and will appear naked as the day it was born. This is a flag that recipients recognize as junk mail. Better would be to use the Mailer's Postmark cancellation on top of the bulk stamp.

A Meter Impression indicates business mail, so unless you are trying to fool someone that you are mailing as an individual, I will argue that it will work better than either a stamp or a permit imprint.
Mary - Posted on May 20, 2009
sadly for a lot of DM items is that they are just too too too wordy. Less words say SO much more.