By definition, a self-mailer is any mailing that is completely self-contained and doesn't requ5B0ire an envelope. It could be a simple postcard (please read my article "Postcards as a Marketing Tool--Yes, They Still Work"), a piece that is folded once and stapled (or glued or taped) to provide more space, or something more complex with more folds.
As with any type of marketing piece, the self-mailer has pluses, minuses, and specific strategies and purposes. Follow these tips on how to use the self-mailer most effectively:
A plus: a self-mailer is less expensive than a multi-part package. It's cheaper to produce, less costly to mail, and takes less time for the copywriter to create.
A minus: a self-mailer is less personal than a letter. It announces itself as junk mail at a glance and is at risk for being tossed. It also provides less space to make a sales pitch.
When to use a self-mailer: it generally works best with simple offers. Use it for lead generation (where you don't need a hard sell), to announce a sale, or to send coupons to previous customers.
Some ways to use your space most efficiently:
1. Put your contact information on the front--don't make your prospect search for it.
2. Make the business reply card easy to tear off and return. And don't put anything on the other side of the BRC that the prospect will need later.
3. Devote some space to a picture of the item being offered, so your prospect can tell at a glance if she's interested.56A
4. Don't make it difficult to open--and don't design it so that important information is lost when the prospect tears it open.
5. Test! Try a self-mailer, and try a complete package. If the package pulls better, it'll pay for itself in increased sales.
Whatever you do, don't completely delete the lowly self-mailer from your marketing repertoire. Used in the right circumstances--and done right--it can be an effective marketing tool.
Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches. She has a degree in biology, has worked in a variety of fields including pharmaceuticals and teaching, and has volunteered for many causes including special-needs kids and literacy. When she's not writing, she enjoys reading, art, music, outdoor exercise, and all things Celtic and Renaissance.
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