A Look Inside the Outside

“Some of those things have made them more aware that even if it seems like a good cause doesn’t mean it is,” Kinch says.

Lester and Zaiontz agree that teasers often can give away too much by broadcasting the ask.

“I think it’s better to create curiosity with our carrier teasers,” Zaiontz says.

Kinch adds that one of the most provocative carriers she’s ever seen was sent by an animal-protection organization. The mailing’s outer said, “Elephant enclosed,” humorously referring to elephant postcards packed inside.