It’s important to get your envelope opened, but spending too much money on it can be self-defeating. Finding a balance requires testing ideas, new and old.

By Abny Santicola

Kinch says she sees over-the-top teasers being replaced by more reserved ones.

Closing the window
Closed-face carriers, envelopes without poly windows, have pulled greater response rates but historically are much more expensive than standard envelopes. However, they’re becoming more economical, to the point of quickly paying for themselves, and are more personal.