One word NEVER to put on a direct mail envelope

UPDATE. In all the years I've been doing direct mail fundraising, I've never seen an envelope with the word "update" on it do well. (And this applies to email subject lines too.) If you think about it, there's hardly a more boring, bureaucratic, jargony word in the English language than update. You might as well say "You can safely ignore this." Or "TL;DR." Those would probably work better than update, actually. Let me know if you've seen Update do well in a direct-response situation. Otherwise, stay away from it!

from Future Fundraising Now http://ift.tt/1OL9S6T