Direct mail-recycling creative

Roberta Birns was having good success with his postcard mailings. But of late, the response rate had fallen. Time for a new postcard because they've seen this one too often and now stopped reading it?

Not necessarily. By shifting the colors on this piece to other colors, Birns attracted more folks and refreshed the response rate at no additional cost. When you make a piece look even slightly different, receivers act as though they've never seen it before.