Who's Mailing What?

Publishers of health information materials utilize magalog and bookalog formats to impart a sense of valuable content to what are, essentially, advertising pieces intended to increase sales of various materials. In one instance, Johns Hopkins used a 36-page bookalog to offer 13 white papers for a free, 30-day review. The lip end of a bound-in BRE listed the papers, highlighting new or updated reports.

Publishers are also sponsoring more contests. Sweepstakes work well for acquiring and renewing subscribers, and for upselling and cross selling within households. Except for automotive and high-end mattress manufacturers, merchandise direct marketers are the least likely to use contests or sweepstakes.

Money-oriented premiums, such as cash, brand-name gift cards, frequent flyer miles and points accrued toward merchandise, are popular for credit and loan offers. However, freemiums, including calendars, wrapping paper, address labels and greeting cards, outshine premiums by more than 50 percent in any given month.

For campaigns with an environment-friendly appeal, mailers use manufacturers offering recycling programs, computer-to-plate printing, environmentally friendly paper and inks, and water-based, nonchlorinated glues and adhesives that emit no volatile organic compounds.

Publishers rarely personalize their efforts, while insurers and financial services providers consistently use personalization. And, envelope formats enable insurers and financial services providers to create an air of importance and protect sensitive information. Die-cut-window envelopes showcasing customization are declining in response to consumers' increasing privacy concerns.

Every component of a mail campaign is critical, and outer envelopes function as far more than simple carriers. Eye-catching color, graphics and non-traditional sizes—which may even lower production costs—help them to stand out in mail boxes. While #10 envelopes are the most popular, 6x9", 8-1⁄2x11" and 4x7-1⁄2" invitation-style designs are also used.

For a medical research foundation seeking donations, a humble 5-1⁄2x10" snap pack envelope design—an infrequently used format today—containing a traditional, impact-printed, single-carbon form with two personalized areas, created a no-frills look that effectively underscored the need for financial support.