Smart Direct Mail Keep your logo under wraps.
Do you send your sales letters and promotional materials in acompany envelope, emblazoned with your logo in the left-handcorner? Most entrepreneurs do, and that can be a big mistake.According to direct-mail guru Jerry Fisher, most people glance attheir commercial mail and decide whether to toss or open it in amatter of seconds. Fisher claims you can save your mail from beingimmediately trashed by sending it in a primarily blank envelope.Instead of spelling out your company's name in the returnaddress, try creating an air of mystery and use only initials.
You might want to test your mailings, using one with anintriguing or compelling message printed on the envelope and onethat's virtually blank. But mark Fisher's words: Sheercuriosity will get your "essentially anonymous" envelopeopened more than 50 percent of the time.
