Words to Live By

To dress for success, keep it simple
Harry Lynch, CEO of New York City-based nonprofit marketing services provider Sanky Perlowin Associates, agreed with most of his peers: “In modern direct mail, the outside envelope now represents the very best opportunity to blow a campaign — and in a very big way. While DM specialists understandably want to show off their creativity with graphics, photos and clever teasers, these have consistently and sharply suppressed results in a high majority of our tests.”