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Pat Friesen
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1. Size: Your outer envelope (OE) doesn't have to be a standard size. While it may cost more in postage to mail a non-standard envelope, this could be your best investment for standing out in a stack of #10 or 6x9" envelopes.
2. Shape: While the USPS prefers standard rectangular envelopes, a square or odd shape may be just what it takes to reinforce your brand or offer. Check your mail and the Who's Mailing What! Archive (www.whosmailingwhat.com) for examples of OE controls in non-standard shapes and sizes.
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Pat Friesen
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Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.
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