Words to Live By

So for the moment, I’ll leave new, cutting-edge media for others to ponder. Let’s look at what could be the most important component of a direct-mail package — the lowly carrier envelope.

I asked a number of top direct-mail fundraisers for their insights on design techniques that result in the greatest response. Not the prettiest, not the one to win a design award. Rather the ones that make the package perform the best.