From dimensional mailers to oversized envelopes and the more traditional #10 window envelope package, when it comes to direct mail, the options are (almost) endless.
Today, however, we’re focusing on the self-mailer as an essential ingredient in your recipe for a successful direct marketing plan.
In the past, marketers have been shackled by limited options for relevant one-to-one direct mail messaging, often sacrificing a deeper level of personalization in order to meet budgetary requirements. But with four-color, variable data inkjet printing, which makes one-step duplex printing possible, the self-mailer has never been a more viable option for high volume, high-impact, highly personalized mail.
When considering a self-mailer, ask yourself these three questions:
- What is my goal? If you’re looking to pack a punch in the mailbox, a highly personalized self-mailer is the way to go—and because of its relatively low cost to produce, you’ll get bang for your buck! Think about using a self-mailer as a standalone piece or as part of a series of mailings to your customers.
- Who is my audience? Self-mailers are well-suited for promotions, coupons, and quick, drive-to-web calls-to-action. Word to the wise: certain regulations prohibit the printing of highly sensitive information (think HIPAA) in a self-mailer. Keep it in your back pocket for a less sensitive mailing later on.
- What is my message? This message—your call-to-action—should be introduced on the outer panel and repeated several times throughout the piece. Use personalized text and images to reinforce your message and speak directly to your customer.
Below, take a look at a couple of self-mailer templates we developed:
What it is: 2-panel self-mailer
Why it works: A single-fold mailer makes an immediate impact on the reader and allows your call-to-action to be front and center. Use a bold graphic and striking teaser to invite recipients to discover what’s inside the fold.
Tip from the US Postal Service: Folded self-mailers must be sealed using either tabs or glue. Glue can be applied in a continuous line, as spots, or in elongated glue lines.
What it is: 4-panel newsletter-style self-mailer
Why it works: If you need more space to get your message across, a larger format allows for ample content, graphics, and extensive personalization. Personalize with your customer’s name throughout, along with variable images based on customer information such as demographics or lifestyle. The more data you have, the more personal you can get!
Tip from the US Postal Service: As an alternative to glue, tabs can be used to seal a self-mailer. When using non-perforated tabs, two to three tabs are required and must be placed either at the top or on the lead/trail edge within 1-inch of adjacent edge(s). Talk with your Polaris Direct mail expert to discuss which option is best for your mailer.
Want to pack a punch? Learn more about making self-mailers part of your direct marketing plan by emailing info@polarisdirect.net or call (603) 626-5800.
