Make the Most of Mailer Opportunities

Efficient and more accessible than ever, mailers are everywhere.

Denoting any format that doesn't require an outer envelope, mailers not only eliminate the labor costs for folding, sealing and stuffing, they can prevent embarrassing mismatches, making them affordable and, ultimately, very effective vehicles.

And while industry professionals report that the traditional peel-back mailer market is maturing, the use of self-mailers and pressure-seal products is on the rise—another effect of the boom in laser printer usage.

"One-part fold-and-seal is the fastest-growing market for mailers today," offered Dick Dennis, vice president of Bannockburn, Illinois-based Latitudes, a Moore Business. "Anything that is put into a traditional envelope today can be replaced by a one-part, folded, pressure-seal product."

Evidence of this is the multitude of applications for which these products are used—from report cards to direct mail to statements and invoices, jury summons notices, policy changes, notices of cancellation, tax bills, subscription renewal notices, water bills and refund checks.

"There are a lot of different types of mailers, and no end in sight for the possibilities for them," said Gary Mallon of Skokie, Illinois-based GBF Graphics' technical sales and production department.

GBF, said Mallon, offers the product in three basic formats: action packs, which are sealed on four sides with multi-part inside components that are slid out; zip packs, which are generally sealed on just the left and right and are opened with a zippered perf; and folded pieces, which can be as simple as an 81⁄2x11˝ sheet that is folded in half and spot glued—and as elaborate as your imagination allows.

"We're creating new ones everyday," said Mallon. "Because they are so varied, you can pretty much fit one into any budget. Some of the more economical pieces we produce are self-mailers, and so are some of the more elaborate."