printed stationery. Business letterheads usually include a logo, a return address, and a telephone number. Direct marketers have found that the design of the letterhead can impact response to a promotion letter.
For promotion letters, it is best to design a letterhead unique to each letter, one that is tailored to the style of the letter copy varying the logo, color, or even return address. For example, a fund-raising campaign letter for a nonprofit organization might utilize a simple black-and-white letterhead rather than the organization's usual twocolor embossed, gothic-type letterhead that might look too rich. Some marketers have rented post office boxes in a location suitable to their product, such as a Washington, D.C., box to use as a letterhead address for a political fund-raising campaign or a Florida P.O. box to use for a cruise line. Some marketers believe that a color letterhead will generate a higher response than a black-and-white letterhead, regardless of the promotion type, because the color increases the reader's level of interest in the letter.
