White Envelope Wins Out

Bigger, bolder does not always pay off. Modest direct mail budgets can compete. Deliver Magazine offers a great example of simple is better.

"Aperture, a fine art photography magazine, found that a plain white control envelope tallied 10 percent more subscription orders than a more expensive green envelope with identical content inside. The more expensive green envelope, which was expected to stand out in a pile of mail, had been predicted to garner more responses than the white envelope."