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Pat Friesen
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7. Back flap: Use the back flap for your return address or call to action. Add a zip-strip involvement device with a call to action.
8. Non-addressing side: Because OEs have two sides, you never know which side recipients will see first. Consider including an offer, teaser, or faux rubber-stamped message of DO NOT DISCARD or DO NOT BEND on the back of the envelope.
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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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