What's Above Your Fold?
Stuff your envelopes in such a way that thumb-throughers become content-pullers.
The first thing I saw in both UNICEF and World Wildlife Fund (WWF) packages was an image of the back-end premium offered. UNICEF's is a buckslip about the T-shirt inserted in front of the letter. WWF's zippered cooler bag's headline and photo take up the entire top panel of the letter.
The piece from Sierra Club is an everything-but-the-kitchen-sink package, and looking inside the first thing I noticed was a colorful glossy insert that turns out to be a big map of the United States. It's surrounded by several inserts, one of which is a slick about the back-end backpack premium, a buckslip about a special $19 renewal rate offer, a buckslip about founder John Muir, and somewhere in the middle, the letter.
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