Why do plastic cards have such a powerful impact on open rates for direct mail? The proverb, “Curiosity killed the cat but satisfaction brought it back,” comes to mind. Why Plastic Cards Make the ‘Keep’ Pile We’ve written at length about how the feel of a plastic card in a mailpiece piques the curiosity of the recipient. Gift card? Credit or debit card? Rebate in the form of a card? Focus group participants confirm it’s almost impossible to avoid....

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