The Ins Of Outers
"Now your window follows the shape of a graphic or teaser appearing on the brochure or buckslip," says Haskel.
To take it one step further, she recommends mailers test extending the size of the poly window to cover the entire front or back of the outer envelope. This was a popular format in the wake of the anthrax scares in late 2001 through early 2002, but has crystallized in many marketers' ongoing mail plans.
According to Haskel, the benefit here is knowing the expensive brochure or insert will get read.
"There's a definite trade-off," she says. "Yes, you are using more window film, but less ink. If it was a four-color envelope with no poly window, perhaps you would have gone to a two-color envelope with a big window that allows the four-color brochure inside to virtually pop out."
Looking at the total cost of the package, a mailer would not incur too much added cost, says Haskel, "because the expense of the additional die and a little bit more film is offset by the elements that are now less expensive. Maybe you can even eliminate an insert."
Make it Personal
In-line production can be highly cost-effective if you want a personalized envelope and a conventional package is too expensive. Many experts say that in-line traditionally works best when your quantity is more than 250,000 pieces, and if your package requires highly personalized messages on multiple components.
"With ink-jet technologies and in-line production capabilities, you have more latitude with using a variety of fonts for customization and personalization," says Schoenleber.
Dan Kimball, general manager at B&W Press, concurs, and says one of the things in-line does is permit the mailer more liberal use of four-color process on the outgoing envelope offer.
"On a tease basis, where mailers may have stayed away from color on the standard #10 due to cost, they sometimes will jazz-up their in-line envelope so it gets opened," says Kimball.