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Involvement Devices: Incorporating 'Bells and Whistles' Into the Mail Piece
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"Involvement Devices: Incorporating 'Bells and Whistles' Into the Mail Piece"
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They're trying to get your attention. Can't you hear them? See, in case you're not already, they want you to get involved.

We're talking about bells and whistles (B&Ws) — involvement devices that direct mailers have relied on for well over a decade in order to increase total response.

In the search for a thorough breakdown of the latest generation of B&Ws, as well as an understanding of their overall purpose in the first place, we decided to turn to the most logical group within the direct mail industry: copywriters and designers. To capture the honest expression and precise type — including ALL CAPS and the occasional exclamation marks! — of these creative professionals, we conducted a series of email interviews. Here’s what they had to say.


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