Creative thinking can push your direct mail to new heights.

By Kimberly Seville

I don’t remember if my first impression was visual or tactile, but I do know I shoved aside that day’s mailbox loot to concentrate on the captivating pink baronial.

Rough in texture and squishy, the outer envelope looked like a child’s drawing — markers on stock just shy of pulpy construction paper. A tidy, white label addressed to me flew the package; the back was equally colorful with a big, yellow sunflower and a leaf that seemed to drift on a breeze.