To change your results, change the context of your marketing.
When people receive a letter in a hand addressed envelope they are expecting it to be an invitation or a thank you card, really anything but a marketing letter. That’s the value of a hand addressed envelope, people are curious to see what’s inside. That’s why yellow letters in a hand addressed envelope will get opened. It’s out of context for a marketing piece to be in a truly hand addressed envelope, which part of the reason yellow letters can generate such a high response rate.
If your message inside that hand addressed envelope is concise, your letter is likely to be read. And if your message is targeted to your audience, then it’s more likely to help improve your response rate.
