Stay on Message with Mailers
For distributors, the key to mailer sales is providing ideas that make end-users successful. A little patience and perseverance throughout the selling cycle don’t hurt, either. Mailers, after all, are not exactly a cut-and-dried type of sale. There can be aggravations along the way and a significant investment of time to coordinate materials, as well as the various approvals, revisions and final proofs the products entail. But in return, distributors can be rewarded with repeat orders and healthy profit margins.
Easy Does It
A new, patent-pending product launched by Roanoke, Virginia-based InfoSeal in October, FastTabsps, is already getting 2008 off to a great start for distributors and their end-customers. At New Jersey Business Forms—InfoSeal’s sister company located in Englewood, N.J.—Treasurer Andy Harnett was very excited about opportunities being created by FastTabsps.
Years ago, he and David Harnett purchased the self-mailer assets of the former Transkrit, including the company’s FastTab multi-part mailer, which featured a strip on the back that essentially served as a zipper for opening the product. “We have taken that product and adapted it to a fold-and-seal mailer designed with a single tear strip,” explained Harnett. “Some people find tearing the three edges off of a typical pressure-seal format [cumbersome]. FastTabsps provides a different, more convenient way of opening a pressure-seal document; you just pull the strip and the form is open. The product has huge potential on the direct mail side as people convert from envelopes, and that’s where we are focusing our marketing efforts right now.”
He went on to say that FastTabsps is currently serving a mail order distribution center application, where it is being utilized as a packing slip envelope. “It is an integrated document, cut-sheet form that is imaged, folded and sealed, and it goes on the outside of the carton being sent to the customer,” reported Harnett. “We are seeing real interest in the mail order sector. The orders we have done so far have been offset printed in four-color process—really high color, real snazzy—and then they are imaged with the black toner. Prior to Christmas, we were doing approximately 12,000 a day. One we recently did had a gift card inside, which was variable imaged in black toner based on prior ordering habits of the customer.”
Related story: Helping Mailers Make It