Self-Mailers: The Do’s and Don’ts

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  • September 22, 2015
Post Press Specialties | Self Mailers, Bulk Mailing, Online Services | Nationwide

The 2015 DMA Response Rate Report has come out and shows that, on average, direct mail achieves a 3.7% response rate with a house list, and a 1.0% response rate with a prospect list. Not bad, in fact, direct mail has an open rate that’s almost 6x better than most digital response channels.

While those stats are pretty good, direct marketing professionals are always looking for ways to get “the envelopes opened”. That’s why more and more direct mail campaigns are “self-mailers”.


imgres-4Simply put, a self-mailer is any mailing that is completely self-contained and doesn’t require an envelope. A postcard is a self-mailer. So is a catalog. In fact, there are hundreds of kinds of self-mailing pieces or formats you can use. Obviously, self-mailers eliminate the “get the envelope opened problem.”


Here are a few reasons why a self-mailing piece might be a great option:



Perhaps the greatest advantage of a self-mailer is the cost. Self-mailers eliminate quite a bit of printing. Obviously you’ll save on the envelopes, but also on all the collateral that goies in the envelope.



A well designed self-mailer gets your message across immediately. There are no pesky envelopes to get in the way.



Self-mailers work best when there is a clear call to action. Subtle selling is where the self-mailer shines. Driving traffic to a website, getting new subscribers for a mailing list or inviting prospects to an open house are perfect for the medium.



Don’t use a self-mailer to convey a complex message. The self-mailer should be used when the sales message is short and sweet.



Some general tips when writing and designing a self-mailer:

* Make the call-to-action clear and compelling on the front panel.

* Make it newsworthy!

* Always use captions for all images. Space is limited, don’t waste an opportunity to sell.

* Testimonials and great product reviews work great! Make ‘em short!

* Have you won any awards? Perfect opportunity to brag.

* Coupons, coupons and more coupons. Don’t forget to create immediacy by including an expiration date!

* The offer is just as important as the product.

Post Press Specialties are experts in self-mailers. Call us today at 816-257-1919 and we’ll be happy to discuss your upcoming project.