How to Make Prospects Rip Open Your Envelopes

by Dean Rieck

The envelope is the Rodney Dangerfield of direct mail. It just doesn't get any respect.

After all, its purpose is not to position your product. Its job is not to entertain or amuse. It's not chatty like a letter or impressive like a brochure. Aside from holding together the contents until delivered, an envelope's job is to get ripped open.

So, ironically, the lowly envelope is arguably the single most important part of any direct mail package because it absolutely must get opened. And opened right now! Otherwise, all those more respectable pieces are just so much wasted paper. So here are a few ideas to get your envelopes ripped to shreds:

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