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While some customers will handle the design aspects of the project in-house, those less experienced or lacking in resources may look to the distributor for guidance and advice. Weinzierl reported that die-cut shapes, interesting folds, oversized envelopes, dimensional boxes and four-color process are ways to entice recipients to give their attention to mailers. In addition, including premiums, pull-outs, action-oriented stickers, sticky notes and perforations are ways to involve recipients. "Adding a premium will double response," observed Weinzierl. "Putting a pen inside an envelope, for example, piques the recipient's interest more than a flat piece."
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