One final note: Reply envelopes also play an important role in creating effective direct mail packages. Elements to consider include size, color, pre-filling the return address, providing deadline reminders, and using brand reinforcing graphics. And test including a postage-paid vs. a courtesy reply envelope. You may be surprised by the results.
Pat Friesen writes for direct mail, email, blogs, catalogs, the Web, and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at (913) 341-1211 and firstname.lastname@example.org.