Taking Control: KCET Staying Top of Mind — and Mail Pile
To the right of the address window is the urgent message, “Action Needed!”
The yellow, 81⁄2-inch-by-14-inch letter with perf-off reply is visible through the address window and is the lone element in the mailing, save for the BRE.
Emphasizing action
The overall offer — a $29 membership — is the same for both mailings, but there are some key design and copy differences that Newman and Scheib agree help the action-needed package pull better response.
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