Involvement Devices: Incorporating 'Bells and Whistles' Into the Mail Piece
They’re trying to get your attention. Can’t you hear them? See, in case you’re not already, they want you to get involved. We’re talking about bells and whistles (B&Ws) — involvement devices that direct mailers have relied on for well over a decade in order to increase total response.
In the search for a thorough breakdown of the latest generation of B&Ws, as well as an understanding of their overall purpose in the first place, we decided to turn to the most logical group within the direct mail industry: copywriters and designers. To capture the honest expression and precise type — including ALL CAPS and the occasional exclamation marks! — of these creative professionals, we conducted a series of email interviews. Here’s what they had to say.