ABSTRACT
Junk mail has alienated many recipients of unsolicited selling material and has made the direct mailer’s task even more difficult. To be effective, the direct mail vehicle, generally the envelope, requires an attention-getting flash that encourages the recipient at home or at work to open the mailing: ‘Prize details inside’ or ‘This is not a circular’ are common choices. The direct mail package is the composite of envelope, attention-getting flash, covering letter, circular or promotional information, response device and a return device, such as a pre-paid envelope or freephone number. Professional copywriting, by people familiar with the product in question and the intended target audience, is important. Direct mailings can be customized to reflect target market behaviour to good effect.
