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Direct mail comes in a variety of shapes and sizes - however, one format that consistently stands out in the mailbox is the folded self-mailer. It provides the perfect combination of space, effectiveness, and cost-efficiency, making it a popular choice for marketers looking to grab attention and drive action.
At Stannp, we've helped thousands of businesses send self-mailers as part of their campaigns. Whether you're new to this format or looking to enhance your mail strategy, here's everything you need to know...
What exactly is a folded self-mailer?
A folded self-mailer is a piece of printed mail that is folded and sealed closed without an envelope. Consider it a hybrid between a postcard and a letter - it offers more space to communicate your message than a postcard, but without the extra step (and cost) of an envelope.
Why do marketers use folded self-mailers?
Self-mailers offer several advantages for brands and marketers:
1. Instant visibility:
Unlike a letter in an envelope, the recipient can see your branding and message straight away. This can boost open rates and engagement, as your content doesn't require an extra step to be read.
2. More space to tell your story:
With multiple panels, a self-mailer gives you room to feature offers, product details, testimonials, images, and CTAs such as QR codes, contact details or website links - all in one cohesive place.
3. Easy to automate:
At Stannp, folded self-mailers are compatible with automated workflows and triggered sends via our API, making them perfect for personalised journeys like abandoned cart reminders, reactivation campaigns, or welcome messages.
When should you use a self-mailer?
Folded self-mailers are a strong choice for campaigns that require quick attention and deliver a straightforward, captivating message. They're particularly effective for:
- New product reveals or launches
- Event invitations
- Customer onboarding
- Retargeting and reactivation campaigns
Their versatility makes them suitable for both B2B and B2C audiences across various industries - from retail and real estate to healthcare and financial services.
Design tips for maximum impact
To get the most out of your folded self-mailers, keep these tips in mind:
- Use bold headlines and visuals to attract immediate attention
- Keep your message focused - each panel should guide the reader naturally
- Include a clear CTA (or two!) such as a website link or QR code that drives action
- Take advantage of personalisation - Stannp makes it easy to customise each mailer with names, offers, and more
Final thoughts...
Folded self-mailers strike a smart balance between creativity, practicality, and performance. They're an ideal choice when you want to stand out in the mailbox without adding complexity or cost.
If you're planning your next campaign and need guidance on using self-mailers effectively, our team is here to help. Log in to your account to start building or get in touch for expert support.
