to convey a personalized “look and feel”.While it’s true that these inserts could be combined into into one component (and they sometimes are), keeping them separate could improve the response rate. This often requires multiple sales messages presented as separate inserts.Īs noted above, direct mail envelope packages can contain a variety of inserts that each serve a purpose. to carry multiple inserts that may be needed to accomplish the direct mail goalĭirect mail strategy dictates that when your goal is to actually sell a product (not generate a lead), you need to provide the reader with a lot of explanation, proof and reassurance.They can be designed to look like a personal letter or an important piece of correspondence – which increases the chance they will be opened and read.
#DIRECT MAIL SIZES PROFESSIONAL#
Letter mailers tend to have a more serious and professional look than a self-mailer. While not for every direct marketing application, a letter mailer is usually the format of choice if there are no compelling reasons to choose one format over another. They are not as sexy or graphically exciting as self-mailers, but the numbers speak for themselves. Letter mailers are still popular today because they have proven to work. This goes back to the earliest days of direct marketing when mail-order businesses used the mail not to advertise or generate leads, but to actually sell. Letter mailers are considered the traditional direct mail package. But a more complex direct selling package may also include a brochure and possibly other components as well. Lead generation mailers will likely only have the essential elements – an outer envelope, a letter and a reply device. This will vary with the objective of the mailing. Letter mailers are further described by what goes into the envelope. Letter mailers are typically described by the size or type of envelope being used: Familiar and simple products require less space than new and complex products. Lead generation mailers require less space than direct selling (mail order) mailers. The first question to ask in planning a self-mailer is how much space will you need to create this mailer and accomplish your objective. Multi-page booklet formats are used for product catalogs, conference mailings and seminars in which a longer message is required. The simple self-mailers are most often used for lead generation or retail traffic building applications. Self-mailers range from a postcard to a simple one-fold, two-fold or three-fold piece (in multiple sizes) to a more complex multi-page booklet. This pass-along effect can increase readership and response.įinally, many people choose self-mailers because they seem to offer more creative opportunities – with more photos and more graphics. But because self-mailers look less personal, business colleagues and family members are not uncomfortable with looking at someone else’s mail. Personalized letter packages are almost never opened and read by anyone but the addressee. Self-mailers are also selected because they are more likely to be passed around the office or the home. This means it is printed and mailed as once piece (instead of multiple pieces in a direct mail package) which saves on printing and mail inserting costs. By definition, a self-mailer is mailed on its own without an envelope. Self-mailers are often selected because of their relatively low production costs. Letter mailers have an outer envelope and generally contain a letter, reply device and possibly additional inserts.īy definition, a self-mailer is any direct mail that is mailed without an outer envelope. Self-mailers are self-contained mail pieces that require no envelope. letter mailersĭirect mail formats fall into two categories – self-mailers and letter mailers. a self-mailer) and second, to the components or other specifications of the mailer.
What is a direct mail format?Ī direct mail format refers first to the type of mailer (an envelope mailer vs. You also need to consider the objective of the campaign, the complexity of the product or service, the expectations of your audience, the response methods and your budget. While we all have our personal favorites, choosing the right direct mail format for your campaign requires more thought than your personal preferences. There are letter mailers, self-mailers, postcards, mailers with brochures, booklet mailers, catalogs and three-dimensional mailers. In direct marketing, you have a choice of direct mail formats.
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