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Contents
Limits of the Self Mailer
When to use the self-mailer
A self mailer
is a single piece of paper that generally folds and is
then sent in the mail. In other words, the mailer
mails itself - there is no envelope involved.
Limits of the Self Mailer
Genreally speaking, you don't use
a self mailer when you are trying to get orders unless
you want the only way for people to reply to the mailing
to be by telephone. The reason should be obvious. The
typical reply device for a self mailer is a removable
postcard. People don't want to put their credit card
number on this since it is not hidden in an envelope.
Simiarly, if people want to respond to your self mailer
by sending in a check, they can't do that either because
there is no envelope. As I just said, however, if your
offer relies solely on call-ins, you can use the self
-mailer to get people to call you, but this is an
unusuial case.
Therefore, self mailers are usually used
to get leads, not sales. The ideas are still the same:
There is a letter, a brochure and kind of order form all
rolled up in the self-mailing.
When to use the self-mailer
People generally do the
self mailer because it is cheaper, but response is also
geneally lower. Therefore, you have to weight a variety
of factors before deciding to use the self mailer. If
you do decide to go this route, I prefer bigger over
smaller. Big postcards stand out in the mail and are
only a bit more expensive - generally the cost of the
additional amount of paper.
Check with the post office
for size limits associated with the class of postage you
decide to use.
Five-piece mailer:
The Outer Envelope
The Letter
The Brochure
The Order Form
The Return Envelope
The self-mailer:
The Self-mailer
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