Digital Marketing - Data into Dollars

"You need to look at the overall package, starting with whether the piece should be a self-mailer or sent in an envelope," Hoefle says. "Post office statistics indicate that as much as 50 percent of business-to-consumer mail is thrown out without ever being opened. If the program uses an envelope, the first objective should be to break through the clutter. In the end, this may be more essential than having dynamic text and pictures on the inside."