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陈老板的困惑具有代表性,很多老板都搞不清到底哪里出了问题。资料印刷精美、产品宣传到位、客户资料准确,可市场就是没反应。其实,这个问题也不复杂,毛病就出在信封上了!信封能有啥作用!不就是个写地址和姓名的包装吗?这种想法虽然很普遍,却是错误的。如果直邮广告资料是一个产品。那信封就是包装。根据专业统计,客户在每封信件上的停留,一般为7秒钟。7秒钟,你就要抓住这个客户,不然,你的广告资料再好,可能没拆开就扔进垃圾桶了。现在,直邮广告很多,很多客户每天都能收到一大叠。再加上一些其他文件,很多客户的案头,各种资料成堆：直邮广告、政府文件、账单、企业文件……这么多的资料等着客户处理,很少有人会挨个仔细看完。如果客户连你的信封都不拆开,根本就谈不上直邮广告的成功和效率了。
Chen boss confusion representative, many bosses are confused in the end where a problem. Beautifully printed materials, product promotion in place, accurate customer information, the market can not respond. In fact, this problem is not complicated, the problem lies in the envelope! Envelope can have what effect! Not just write the address and name of the packaging it? Although this idea is very common, but it is wrong. If direct mail advertising is a product. That envelope is the package. According to professional statistics, customers stay on each letter, usually 7 seconds. 7 seconds, you have to seize this customer, or your advertising information no matter, may not be dismantled thrown into the trash. Now, many direct mail advertising, many customers receive a large stack every day. Plus a few other documents, many clients’ piles and piles of data: direct mail advertising, government documents, bills, corporate documents ... so much information is waiting for clients to process, and few of them will read them one by one. If the client does not even open your envelope apart, simply can not tell the success and efficiency of direct mail advertising.