Direct-Mail Primer: How to Get Your Envelope Opened

Three of my favorite reasons for using direct mail are 1) you choose who you reach, unlike TV and radio; 2) you control the message — it is not filtered by the press or face-to-face conversation; and 3) results are measured more accurately.

I spend a lot of time creating a mail piece. I consider it a work of art not unlike a painting. I’ve learned over the years to put a great deal of effort into the carrier envelope. It’s initially what the reader sees when it’s pulled out of the mailbox or is laying on the kitchen counter.