A Format for Every Message (1,036 words)
Another extremely cost-effective format, a snap pack is a self-mailer with its contents sandwiched inside two panels that are sealed with perforation strips. It can be made more inexpensive by using the reply envelope as the back panel of the form. Snap packs are easily personalized and can mimic official mail when the outer is devoid of graphics or copy.
The New Generation
Postcards with Peel-off Cards
These self-mailers give marketers a neat way to add life to the cheap postcard; the cards are part of a plastic-coated paper panel in the card. They're great for membership mailings, retail traffic builders and loyalty efforts.
Envelopes with On-pack Attachments
This format draws attention to a specific promotion, important benefits or a premium with a smaller envelope or pull-strip pocket that is affixed to the front of a larger envelope. The extra element adds expense, but the boost in response should make up for it.
Inline printing allows you to print graphics and type on the inside of a larger envelope with no side seams that can be pulled open to reveal the message. The envelope functions as the carrier and the brochure. Time-Life has used this format for several continuity book lines.
Poly Wraps and Foil Wraps
Ever since the U.S. Postal Service approved poly outers for automation discount rates, packages have been showing up with snazzier outers. Marketers have dressed up single and double postcards with foil or clear outers and enclosed the components from their regular packages in a poly wrap. It's a great way to breathe new life into a flagging control.
For example, Hosiery Corp. of America camouflaged its long-term double postcard control for its Silkies pantyhose product in a silver foil polybag.
Starting at 4˝ x 6˝ and going even smaller, these efforts tend to look like invitations. They work because of their oddball size and because they look so unlike any other package in your mailbox that they seem personal; in fact, many are personalized.