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An Idea A Day by David Thompson

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DIRECT MARKETING

IT CAME FROM OUTER SPACE

Andy Maslen

USUALLY, MARKETEERS WHO don’t, or won’t, overprint envelopes say it’s because “Then they’ll know it’s direct mail.” I’m sorry to disappoint these wide-eyed hopefuls, but your reader already knows it’s direct mail. Unless you’re handwriting every envelope and using postage stamps, there are enough clues to give the game away to even the most simple-minded recipient.

Instead, why not try to show them that it’s relevant direct mail. interesting direct mail. Direct mail that could change their lives. You do this with copy. And maybe graphics too. Just as with email subject lines, the outer copy ...

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