Dan Kimball

Cost-Effective, Response-Driving Bells and Whistles for Your Outer Envelope By Paul Barbagallo As part of the pressure to maintain the vigor and allure of long-term direct mail packages under budget constraints, mailers must vet the outer envelope. Don Schoenleber, vice president of sales, new product and business development for Vertis Direct Marketing Services, says in today's rough economic climate, the outer envelope has to do more of its job than ever before. "Say you have a #10 [envelope package], for example. It may be that this particular format can carry your message and deliver a reasonable response rate," Schoenleber says. "But

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