There’s a saying at IWCO Direct that direct mail is “only creative if it works.” In other words, a test package might look and read great, but underperform when it comes to what matters most – open and response rates. In fact, from time to time we will see dynamic mailpieces with a lot of imagery and lengthy copy. Our experience tells us these design elements, while often eye-catching and fun to read, simply don’t deliver the results that are expected.
Even....