A Cheap Vehicle for Card Mailings
MCI WorldCom is utilizing an easy and economical way to mail a prepaid phone card by including it in a snapform (808WORLDC0301A). The 4 1/2" x 8" snapform sports a glassine-covered window to display the card, and the card is affixed with repositionable glue to a paper that can be considered the reply device, in that it explains how to activate the phone card. Recipients must call an 800 number to sign up for MCI WorldCom's long distance calling plan in order to use the $75 prepaid phone card.
Other than the card, there is not much in the snapform. There are only two pages: one contains the card and directions for activating it, and the other is a short letter explaining the details of the long distance service offer. Both pages are bound into the snapform on the left side, but the edge of the paper is perforated, so the pages can be easily removed.
Greg Gato, director of marketing at Webcraft, a printing company in New York, NY, says the snapform is an easy and inexpensive format in which to mail a card. MCI WorldCom uses a generic, non-personalized plastic card, which can be purchased cheaply. Then, the card is simply blown onto the paper on an inline press and inserted into the snapform.
Because of the small size and weight of the snapform, MCI WorldCom saves money on postage while still mailing the $75 prepaid phone card -- something that can have a high perceived value. It's beneficial that the package is so concise, because the emphasis stays on the card.
Gato points out that mailers of membership or phone cards also can cut costs by using thinner plastics. The cards will cost less, and there is more flexibility in the package construction, which accommodates postal automation processes.