The two functions of an envelope are first to protect the contents stuffed inside, and second, to get opened. Teaser-copy and tricks of all kinds are used to make sure that the prospect tears the envelope opened. With a self-mailer, you don’t face that problem.
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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.
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Obviously, self-mailers eliminate the “get the envelope opened problem.” No wonder they’re getting a second look from concerned mailers. But self-mailers have other important things going for them. Let’s take a look at this a little more closely.
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The great advantage of a self-mailer is that it’s cheap. Your printer just takes a single sheet, prints it, folds it, and you’re ready to roll. This means you won’t have to print a number of pieces and then stuff them into an envelope. You can forget about creating sales letters, reply devices, second letters, and so on. (With an envelope package, costs mount quickly and it’s easy to spend a fair amount of your tight budget putting a hard-hitting piece together.)
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The self-mailer is a good choice for making noisy announcements (which is why retailers use them at sale time). It’s also easy for the prospect to unfold a self-mailer. There’s no envelope to tear open so you know that you stand a good chance of getting the reader into the body of your message. Especially these days!
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Marketers should (generally) restrict the self-mailer format to lead- generation activities. Are you offering a free demo disk, a videotape, or a brochure? Are you trying to drive someone to your Web site or offering an irresistible White Paper? A self-mailer can be an effective way to go. You can communicate the offer crisply and cleanly. There’s not a whole lot of selling that you have to do.
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IMPORTANT: You should rarely use a self-mailer to sell a product “off the page.” If you have to communicate a complex or persuasive message, the self-mailer just doesn’t give you the raw space you need or the variety of enclosures that get your cash register ringing!
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Here are a few things to consider next time YOU decide to put a self-mailer to work. (Please note that this is a list of ideas to get you thinking – not a comprehensive collection of “must-include” elements.)
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- Make the call-to-action clear and compelling on the front panel
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- Announce news – Use bullets to organize benefits
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- When you use photography, illustrations, or cartoons, don’t forget captions
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- Include testimonials – List companies who use your product
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- Include highlights of rave product reviews
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- Reproduce award logos – Include your guarantee
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- Include a personal note from the president of the company
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- Add a bonus offer for fast response
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- Include offer expiration date
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- Don’t forget to sell the offer as well as your product
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