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."
He noted that most of the time the distributor will be altering a client's current mailer product, rather than introducing a mailer altogether.
"Products tend to go stale," Mallon added. "Something that worked two years ago is going to lose its effectiveness, so you have to keep testing. You don't want to increase the cost a lot, but sometimes by adding a bit more—a membership card or name and address stickers—it's enough to tip the scales."
When to Make it a Mailer
Because self-mailers are generally less expensive to produce and mail, they are sometimes perceived as less credible by recipients.
"Self-mailers are still used mainly for advertising," said Mallon. He attributes this to the fact that a lot of companies—especially in the financial market—are very strict as to how they want their mail perceived. "It must look very official, in an envelope with a window," he noted.
In response, manufacturers are developing ways to make mailers look just as appealing as more costly envelope packages.
For example, Moore recently introduced its first full-color pressure-seal application, allowing customers to enhance brand identity using full-color self-mailers.
And GBF has produced self-mailers that look almost like window envelopes, said Mallon. "We can punch out a window and even put a clear plastic over it so the personalization shows through." The mailer, when opened, can cascade down, have a return device and a drive-type letter all incorporated into it. "You may have to pay a little more upfront, but you'll reap the benefits in the long run of not having multiple press okays," said Mallon.
By Misty Byers
- People:
- Dick Dennis
- Gary Mallon
- Places:
- Bannockburn, Illinois