It differentiates you from your competition. It pushes potential customers over the edge of indecision. A. Tests show that the P.S. is one of the most widely read elements of a letter. Direct response advertising results show you what does and does not work. General or image advertising can t attribute specific sales to specific advertising efforts.
Direct response does.
A. Probably not. Always is a strong word. The question is whether it s appropriate and will it compel more readers to open the envelope. Ideally, you should test envelopes with and without teaser copy. If you can t test, consider how many times the envelope will get screened before it reaches the targeted individual, and how the screener will react to the teaser.