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Maria Raha
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Certainly, not every mailer can include talking gadgets, nor can every client afford such a promotion. DeCastro did mention a general rule of thumb. “Bigger is better,” he advised. “When you’re looking at self-mailers, it costs you the same 22 cents to mail something that’s 6x11" as it does to mail something that’s 6x9". Go with 6x11"—it’ll always get better results. [It requires] a little extra paper, a little extra press time. … It’s essentially the same cost, [the] same postage, [the] same everything, but [a client’s] response rate’s going to be significantly higher.”
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Maria Raha
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