What Are Self-Mailers?

April 29, 2021

We talk a lot about the ins and outs of direct mail marketing. We’ve talked about the undeniable efficiency and impactfulness that receiving a physical piece of mail can have in the hands of your target audience, and we’ve touched on how to integrate your direct mail strategy into your digital presence. Of course, we thrive on the data and efficiency behind executing perfect direct mail campaigns, and at ProList, we pride ourselves on creating masterful, quality pieces that deliver your business’s or organization’s messages quickly and efficiently. But one of the best parts of being involved in our client’s direct marketing campaigns is helping to cultivate creative methods of delivery, and one of those methods is self-mailers! But what are self-mailers? And why should your business consider using them? Let’s check out what they are, and why they might be a great option for your business or organization.

So What Are Self-Mailers?

First, let’s explain what a self-mailer is. Simply put, a self-mailer is any piece of direct marketing mail that is mailed without an envelope. Have you ever received a color print postcard from a business? Perhaps your local gym sent you a half-page flyer on cardstock advertising a new member discount? Maybe you’ve received a folded brochure with a simple wafer seal or glue keeping it secured that advertises a local realtor in your area. These are all examples of self-mailers. As an aside, postcards are self-mailers that adhere to specific size requirements and have the benefit of being able to mail at card (vs. letter-size mail) rates.

The benefit of a self-mailer is that your branding, images, and message are immediately seen by whoever picks up the mail. As someone flips through their mail for the day, these types of very visual pieces can catch their attention without having to do anything else like physically open an envelope to see what’s inside, and in all honesty, that can sometimes be the first obstacle.

The Benefits of Self-Mail Pieces

This format of direct mail isn’t for every business, and when you contact our dedicated team at ProList we’ll be sure to walk you through the pros and cons of what’s best for your unique campaign. That being said, self-mailers have some advantages that other direct mail pieces don’t.

• Cost – While not always the case, self-mailers are commonly more cost-effective as they utilize one printed piece vs an envelope and inserts. This format also cuts down on processing costs (stuffing envelopes) and in some (but not all) cases, it can reduce the cost of postage. Of course, in order to determine actual production and postage costs, you’ll need to speak to a ProList expert. The flipside to this is that self-mailers may require more digital design work, so it’s important to factor that into your overall cost.
• Eye-catching elements – Because your mail piece wouldn’t be in an envelope, your business or organization has the opportunity to create captivating imagery and a bold and creative design that snags the attention of your audience and sets it apart from other mail pieces.
• Coupons, QR codes, and pURLS – Because your self-mailers are typically on a heavier paper weight or card stock, it makes them easy to stick on the fridge or tuck into a planner. This is the perfect place to employ cross-platform marketing as well, which will help drive recipients to interact with the piece more by taking actions such as scanning QR codes (driving them to your website), clicking personalized URLs (encouraging event registration or similar actions), or simply clipping or saving coupons.

Of course, there are sizing and dimension limitations to self-mailers as we mentioned earlier, but no need to fret. Our incredible team can help walk you through the entire process to maximize production and postage savings. Self-mailers are typically used by business-to-consumer advertisers since recipients are often in need of the products and services that are being promoted. However, contrary to popular opinion, self-mailers also have a place in business-to-business and non-profit marketing as well. You may see them used to promote things like conferences and events, community open houses, online specials, and new member welcome benefits.

If you’re ready to discuss the different options available to your business or organization for utilizing self-mailers as part of your marketing program, or any direct mail pieces, don’t hesitate to reach out to our sales and marketing team. We understand that the world of direct marketing can be a bit overwhelming if you’re just getting started, so let us walk you through it. We’ll help you understand the very best options for your unique needs, and we’ll ensure you’re completely satisfied with the messaging, design, creative, and print and production quality of every campaign before it makes its way out to mailboxes. To get started on your direct mail campaign, give us a call at 1-888-PROLIST or email sales@prolist.com– let us help your business grow!