Copywriting Tips for Self-Mailers
The two functions of an envelope are: first to protect the contents stuffed inside, and second, to get opened. Teasers and tricks of all kinds are used to make sure that the prospect tears the envelope open.
Yet, with a self-mailer, you don't face that problem.
By definition, a self-mailer is any mailing that is completely self-contained and doesn't require an envelope. A postcard is a self-mailer. So is a catalog. In fact, there are hundreds of kinds of self-mailing pieces or formats you can use.
Obviously, self-mailers eliminate the "get the envelope opened problem." No wonder they're getting a second look from concerned mailers. But self-mailers have other important things going for them. Let's take a look at this a little more closely:
The Price is Right
The great advantage of a self-mailer is that it's cheap. Your printer just takes a single sheet, prints it, folds it, and you're ready to roll. This means you won't have to print a number of pieces and then stuff them into an envelope. You can forget about creating sales letters, reply devices, second letters, and so on. (With an envelope package, costs mount quickly, and it's easy to spend a fair amount of your tight budget putting a hard-hitting piece together.)
The Medium is the Message
The self-mailer is a good choice for making noisy announcements (which is why retailers use them at sales time). It's also easy for the prospect to unfold a self-mailer. There's no envelope to tear open so you know that you stand a good chance of getting the reader into the body of your message, especially these days!
Highlights the Call-to-Action
Marketers should (generally) restrict the self-mailer format to lead-generation activities. Are you offering a free demo disk, a videotape or a brochure? Are you trying to drive someone to your website or offering an irresistible whitepaper? A self-mailer can be an effective way to go. You can communicate the offer crisply and cleanly. There's not a whole lot of selling that you have to do.