Letter Versus Self-Mailer: Which Is Right for Your Direct Mail Campaign?
This article was originally published by Dawn Burke, Marketing Manager, at Suttle-Straus in Waunakee, Wis., on the Suttle-Straus blog.
There are many ways to send direct mail pieces — from flat envelopes to a standard letter sized mailer, a postcard or a dimensional piece. The format your mailer takes will depend on a number of factors, including your marketing objective, the product or service you're promoting, the audience, and your budget.
The table below shows a breakdown of some of the determining factors that may influence your mailer towards either a letter mailer (something that mails in an envelope) or self-mailer format (anything that is mailed without an envelope). Keep in mind that this is just a general guideline, ultimately, the decision is dependent on your goals for the piece. Knowing the history of what’s worked well in past campaigns can also play a big part in this decision.
In addition to aligning the format with your goals, consider the pros and cons to each mail option:
Once you know what type of mailer you’ll need for your campaign, you can begin the design. If creating a self-mailer, consider adding additional space and visual interest by turning it into a folded self-mailer.
By definition, a folded self-mailer (FSM) is a mail piece that has space for a name, address and postage, and can be mailed without a wrapper or envelope. A FSM is comprised of a number of panels that are folded to create a rectangle or square.
The following fold methods are the most common:
- Bi-fold — This fold is simply a single sheet folded once in half, forming two panels.
- Tri-fold — Like a tri-fold brochure, this is a single sheet folded two times to create three panels.
- Quarter fold — This fold is accomplished by folding one sheet two times, with the second fold at a right angle from the preceding fold, thus creating four panels.
- Oblong — In this fold, the sheet is often seen as the width of a letter and folded vertically.
There are other folding combinations that could be used in a self-mailer design, such as a gate fold or roll fold, as long as the mailer follows the requirements set forth by the USPS in regards to height, length, thickness, weight, and sealing method.
In the end, you want a beautiful direct mail piece that will stand out, clearly communicate you message, and will encourage the recipient to take action. Ensuring that you choose the right format is just one piece that may determine the success of the campaign.
For other ways to improve the ROI of your direct mail campaigns, check out these related articles:
- Your mailing list is only as good as its source
- How to design personalized direct mail to connect with consumers
- Improving the look and feel of your direct mailer
About the Author
Dawn is the Marketing Manager at Suttle-Straus. In her role, she manages all aspects of marketing and advertising, from website updates and content creation to conferences and events.