Self-Mailers Make Great Direct Mail
Why do I love self-mailers? They are really versatile and allow you plenty of room for creativity to grab attention quickly. You can fold them in fun ways, too. Best of all, they are cost-effective. Color images are really important for self-mailers. Colors make your piece unique and help convey your message.
When do self-mailers work best?
- Sending to Consumers — Consumers like to get mailers. On the other hand, businesses tend to sift through mail before it gets to the designated person so many times, mailers are tossed before they are ever seen.
- You Have Great Images — Images drive attention and response, so if you don’t have good ones to use, skip doing a self-mailer.
- Tear-offs — When you have a tear-off section, like coupons, for your prospects or customers to keep or use, self-mailers make it easy.
- Sharing — A creative self-mailer will get shared with family and friends; this allows your message to spread farther.
There is no one best format. As a matter of fact, the more unique the format, the more engaged your prospects and customers will be. Think beyond the standard layouts. As with any type of direct mail, there are some pitfalls you need to keep an eye out for such as:
- Size — The maximum letter size is 6 x 10.5. This still gives you tons of room; especially when you have three panels to use.
- Paper Stock — You will need to use at least 80# text weight stock to meet mailing requirements. But in many cases, you want to use something thicker in order to prevent tearing during processing.
- Aspect Ratio — When selecting your final size, you need the length divided by the height to be between 1.3 and 2.5. Anything less or more will be a problem.
- Folds — Make sure that you design the folds in the correct places. Your final fold needs to be either below the mail panel or to the right of the mail panel.
- Tabs — You will need to make sure that you are placing the correct size tabs and placement. If you don’t like tabs, you can also use fugitive glue.
There are so many creative things to do with self-mailers that just don’t work for envelopes and postcards. Test out some new ideas and see what your prospects and customers think. Consider folding in a different way. Don’t just take an 8.5 x 11 sheet and tri-fold it. Be unique. You could try a four-panel fold in from an 18 x 27 sheet; this would cut out so that the top panel folding down would be 6 x 9 then the left panel would be the same size, so would the right and bottom. Once folded, the final fold would be below the mail panel. This makes for a memorable experience for your prospects and customers. They do not get a self-mailer like that every day. Of course, there are tons more folds you can create that are different. Check out some ideas at: FoldFactory.com.
Consider ideas beyond folds, too. You can have die cuts on the inside panels, you can use foil stamping or embossing to have areas really stand out. There are fun ways to grab attention on a self-mailer that people do not see every day. Not all of them will fall in your budget. But if you take time to research options, you will find something that you can afford and helps increase your ROI. Are you ready to get creative?
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.