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Sometimes Plain Is Better
Than Fancy
by Tom Egelhoff

If you're like me you probably receive a lot of junk mail each day. You stand over the waste basket and throw everything that looks like advertising into it. If we all do this then how do you expect to get your prospects to open your direct mail piece?

One way is to make your mailing look more like regular correspondence. Instead of the company logo on the envelope just use the street address as the return address. If it's a small mailing consider using .33¢ stamps instead of bulk rate. After all if they open it and become a customer the postage price is well worth it.

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