A Format for Every Message (1,036 words)
This smaller envelope size conveys a personal feel, as it approximates the dimensions of most stationery. This format is used for billing statements, renewals, gift subscriptions, professional discount offers and fund-raising solicitations.
This format follows the same concept as the #10 envelope package, but the larger size gives it a different look. A #11 envelope mailing is particularly suited for efforts where 81⁄2˝ x 14˝ sheets are used, like long surveys or forms with a coupon or the order form attached to the bottom. Also consider the #9 envelope, which is slightly smaller than a #10.
This self-mailer is a cross between a magazine and a direct mail package; the most popular sizes are 81⁄2˝ x 11˝ and tabloid. Magalogs are good for products and services with complex features and benefits that require more selling copy. They also offer a longer shelf-life than the average direct mail package, as they tend to get stacked with the recipient's other periodicals for leisurely review.
Boardroom Reports and Rodale Inc. have successfully mailed tabloid-size magalogs for the past two years for continuity book programs and single-shot offers.
In the same vein as the magalog, bookalogs can be small paperback books that report on a specific subject, such as arthritis research and medical remedies, or they can be half content and half promotional copy, selling prospects on both the "sizzle" and the "steak." They are used primarily by magazine, book and newsletter publishers.
Double Postcard Billboards
To give the double postcard more selling space, larger postcards were introduced as the carrier. They started out as 81⁄2˝ x 11˝ and migrated to 6˝ x 9˝ and 6˝ x 11˝ sizes. Some mailers have innovated further by inserting planting seeds and business reply envelopes behind the double postcard in the acetate pocket.