Nobody likes to fail. But when it comes to direct-mail efforts, lessons that arise from stunning failures often can lead to stunning success

By Margaret Battistelli Gardner

The teaser’s formal, legal-style typeface was similar to what the court system uses for an official summons. The organization’s name was not included anywhere on the outer envelope. Only its address was included on the back of the outer envelope.

To play off the “summons” theme, the reply-card headline read, “I’ll stand by XYZ organization’s side in courts across America.”