For many businesses, direct mail letters are their “go-to.” Direct mail letters are letters personalized to each recipient with a letter inside telling them why they should use a product or service.
Direct mail letters are inexpensive to produce, can include BREs and other inserts, and, depending on the design, can seem more personal than self-mailers. They also bring back the old chocolate traditional mail vibe that many homeowners appreciate and like.
Still, the popularity of self-mailers is growing. They, too, are inexpensive and have many benefits.
Self-mailers are created when a single piece of paper is folded to create a self-contained mailing format. Depending on the size of the sheet, self-mailers can be folded into two or more panels. They can be sealed using glue lines, wafer seals, or glue spots along the edge.
So which one should you use? More importantly, which one is more impactful? Let’s take a look at some of the benefits of self-mailers:
- Because they require no envelope, self-mailers have no envelope or inserting costs. This makes them a great option for tight budgets. It also saves space in the area that you put your marketing materials.
- When unfolded, self-mailers provide lots of real estate for graphics and messaging. People love color, patterns, and nothing that really smokes the paper pop.
- Even on digital presses, self-mailers can be printed on a wide variety of substrates, including heavier substrates. This means you can create self-mailers that last and have some substance to them when held and opened.
- While we tend to think of self-mailers as simple, folded formats, their substrate flexibility allows them to include pockets and interior panels into which you can insert gift cards, reply cards, or small samples. They can be sealed well so nothing falls through the cracks.
- Because self-mailers can be digitally printed, they can be fully personalized like any other mailer. No need to worry about a limited zone to get your point across. All options are available here.
The main downside of self-mailers is that they are readily identifiable as marketing mail, so they can have lower response rates. People may then throw them out without opening them or open them up and not finish with the call to action.
However, there is an easy fix to that issue. Some businesses use them for mailing people with whom they already have a relationship — loyal customers who will open them simply because of their relationship with the brand. This then saves money and time knowing your material is getting seen.
Others use them for campaigns in which people want promotional mail. Examples include promotions around clearance sales, new store openings with discounts, and free samples. We see them heavily used around college recruiting as well.
In the end, choosing the correct format depends on your target audience and the goals of the campaign. Testing will be critical in helping you identify when and where each format will work best for you.
PMI Can Help
Finding the perfect fit in your creative marketing services can be tough. If direct mail letters have been working well, you may be hesitant to add something new in. However, the professionals at PMI are here to show you how self-mailers can make a difference in your marketing.
We can not only design your mailers for you but also perform the audience testing needed to identify where they make the most impact. We do the hard work while you focus on bringing the product or service. It’s a beneficial partnership that always brings results in all areas of our marketing strategy.
Reach out to us today for more information on how adding self-mailers might be the best option for your business.
