What's Above Your Fold?
Stuff your envelopes in such a way that thumb-throughers become content-pullers.
Above the fold is precious real estate. St. Labre and IRC use the pull of a story. UNICEF and WWF make sure you see the back-end premium offer right away (although, in fairness, you can't miss it in the WWF package since it's all over the outer envelope, too). Joe Biden uses a threat.
Use whatever works for you, but use something. Make the top panel of your letter work as hard as your carrier envelope did to simply get opened in the first place.
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