When More Is Too Much

When it comes to direct mail, the saying about less being more often is true. Sometimes, more of something is just that: more. And for direct mail especially, more elements can make packages feel cluttered and recipients overwhelmed.

That’s my impression of this mailing from the Consumer Reports Foundation. Inside the 4.5-inch-by-10.5-inch outer envelope are eight additional elements. First, there’s the reply device, which includes the ask: Consumer Reports is doing a raffle. Ticket stubs have been included in the mailing, but a contribution to the Consumer Reports Foundation is requested.