A classic direct response collateral you need to know about
Self-mailers: The cost-effective solution that works
Why Self-mailers could be your best direct mail option
Simply put, a self-mailer is a piece of direct mail that does not require an envelope. It is typically made from a single sheet of paper or cardstock that is folded and sealed. Self-mailers can be used for various purposes and are generally a very cost-effective solution.
Types of Self-Mailers
There are different types of self-mailers, each with its own unique advantages and disadvantages. In 2021, folded self-mailers accounted for 18.7% of direct mail sent, while postcards accounted for 25.2%, according to Who's Mailing What!, both considered Self-mailers.
Let’s discuss the most common types:
Postcards: Postcards are the simplest and most cost-effective type of self-mailer. They are available in a variety of options and can be printed with different finishes and laminates.
Folded self-mailers: Folded self-mailers are more complex than postcards, but they can offer more space for graphics and copy. They can be folded in a variety of ways, such as bi-fold, tri-fold, or z-fold.
Booklets: Booklets are a type of self-mailer that contains multiple pages. They are typically used to provide more detailed information about a product or service. Very effective as mini catalogs and product brochures used in retargeting campaigns.
Saddle-stitched newsletters: Saddle-stitched newsletters are a type of booklet that is held together with staples. They are typically used to provide regular updates to customers or subscribers.
Self-mailers are a cost-effective, flexible, and engaging way to reach a large audience. They do not require envelopes, which saves you money on postage.
You can customize self-mailers to fit your specific needs, such as the size, shape, and folding style. Self-mailers are also more likely to be opened and read than other forms of direct mail because they are not hidden inside an envelope. Self-mailers are also a measurable form of marketing, so you can track the response rate to your campaign to see how effective it is.
Cost-effectiveness: Self-mailers are a cost-effective way to reach a large audience. They do not require envelopes, which can save you money on postage.
Flexibility: Self-mailers can be customized to fit your specific needs. You can choose the size, shape, and folding style that best suits your message.
Engagement: Self-mailers are more likely to be opened and read than other forms of direct mail. This is because they are not hidden inside an envelope, so they are more likely to catch the recipient's eye.
Measurable results: You can measure the effectiveness of your self-mailer campaign by tracking the response rate.
Automated Self-Mailers
Automated direct mail can leverage self-mailers for retargeting offline by using data from online interactions to personalize and target the mailers. For example, a company could send a self-mailer to customers who have abandoned their shopping carts online. The mailer could offer a discount or free shipping to encourage the customers to complete their purchase.
Automated direct mail can also be used to track the results of retargeting campaigns. This data can be used to optimize future campaigns and improve the return on investment (ROI).
See these examples of how automated direct mail can be used for retargeting offline:
A retailer could send a self-mailer to customers who have viewed a product on their website but have not yet made a purchase. The mailer could offer a discount or free shipping to encourage the customers to buy the product.
A restaurant could send a self-mailer to customers who have made a reservation in the past but have not been back in a while. The mailer could offer a special discount or promotion to encourage the customers to return.
A travel agency could send a self-mailer to customers who have booked a vacation in the past. The mailer could offer a discount on their next vacation or information about new destinations.
Automated direct mail can be a powerful tool for retargeting offline. By using data from online interactions, businesses can personalize and target their mailers to reach the right people with the right message. This can help businesses improve their ROI and achieve their marketing goals.
Are you ready to explore the benefits of Self-mailers? Xcelerant Marketing Solutions has market-proven templates and custom solutions to help you grow your business. Let's get started.
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