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Further influencing the direction of his company's product line, Boldig said, were the fears associated with receiving and opening Anthrax-tainted mail, as well as his research into the effectiveness of various mail formats. "The most read direct mail piece is a postcard," he reported, "and the most read postcard is one that is an unusual size. Making and mailing a card that is a little bigger than average doesn't cost a whole lot more, but the response rate will definitely increase."
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