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For those of you who aren’t direct mail writers or designers, you may not realize the range of response-influencing decisions that go into creating effective envelopes — outer and reply envelopes.

What are the leading categories for DRTV commercials? Is a male or female voice over more powerful? Do all short-form offers have to be $29.95 or less? What about buy one, get one free as a marketing tactic? Forget “conventional wisdom” — get the facts! We’ve taken the top 20 commercials as ranked by the IMS report and broken them down to glean 10 benchmarks that will tell you exactly what the most successful marketers have done. For example, you may have heard that a male voice over is absolutely necessary to arrest attention. If that is the case, then how come the top two spots feature females!