I receive a lot of mail in my church mailbox.  A few pieces come every year from Heifer International.  I love the organization and I give to them nearly every year, usually around Christmas time.  I mostly ignore their mail the rest of the year.  However, they proved to me today that there are still a few tricks left in direct mail.  How do you not open a letter that says, “The smile is new.  The cow?” Well played.