Tonya Muse

Copywriting legend Herschell Gordon Lewis has said that envelopes serve two purposes: to get themselves opened and to keep their contents from “spilling out onto the streets.” While sound production makes the latter a simple goal, the former poses a more formidable challenge. Understanding this, Alexandria, Va.-based trade association Envelope Manufacturers Association (EMA) and its nonprofit research arm, the EMA Foundation, set out in late 2005 to conduct a study that would offer some insight into how people view and relate to envelopes. Since I know you love envelopes—in 2005, 63 percent of efforts received by the Who’s Mailing What! Archive were envelope packages—I thought

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