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Why mailings need an additional zip

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This story appears in the September 2002 issue of Entrepreneur. Subscribe »

The fate of most business mail is not pretty. After putting all your brainpower, money and effort into creating a mailing, chances are it's just going to get unceremoniously lumped and dumped: lumped with other commercial-looking mail and dumped into the trash.

Of course, that's just the fate of most mailings. Some successfully rise above the pack and garner the kind of attention an entrepreneur crosses his or her fingers and hopes for. It's in that exalted category that you'll find mailings like the one shown here-featuring a provocative phrase on the outside back cover that makes the piece impossible to ignore and irresistible to open.

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