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There are many different direct mail formats that
can be used for your project. When deciding on a format to follow, there are
several factors to consider.
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Factors to consider:
- Projected budget
- Purpose and desired results of the mailing
- Amount of copy necessary to adequately convey the message
- The type of enclosures that will be in the project
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Shown below are five basic formats that are used
for direct mail. There are many variations to the different formats.
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Single-Source Mailers
A single-source mailer format is used by a single
advertiser who is presenting one or more product offers. The package
generally consists of a sales letter, a brochure or promotional insert
and a response device. It is often mailed in a standard #10 envelope,
a 6" x 9" envelope or a 9" x 12" envelope. Monarch,
announcement, poly and specialty envelopes can also be used. Variations
of the single-source format may include the addition of a second letter,
premium slips or coupons, or other inserts.
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Components of a Single-Source Mailer:
- Sales letter
- Brochure or promotional piece
- Reply card and/or envelope
- Delivery envelope
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Multiple Mailers
A multiple mailer format is basically the same as
the single-source mailer except that it contains multiple inserts
that are each offering a different product or service. The offers
may come from multiple advertiser. Carefully consider the effect of
presenting multiple offers. Presenting multiple offers will sometimes
cause indecisions by prospects and they may opt to not order anything.
But used effectively, the multiple mailer format can be successful.
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Components of a Multiple Mailer:
- Sales letter
- Multiple brochures
- Multiple reply cards and/or envelopes
- Multiple inserts
- Delivery envelope
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Self Mailer
A self mailer format is a direct mail package that
does not require an outer envelope or package to hold the components
for mailing. The letter, brochure, response device and mailing envelope
are all incorporated into a single sheet that is folded, sealed, and
ready for mailing. It can also be a single unfolded sheet. The self
mailer can be manufactured with a patch attached to one of the panels
to form a reply envelope. The reply envelope can also be constructed
by folding one panel of the mailer to another panel and sealing the
edges. Self mailers can also have inserts added to them. For more
details on promotional self mailer, see Mailers.
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Components of a Self Mailer:
- Advertising message
- Product offer
- Response device
- Inserts (optional)
- Outgoing mail panel
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Self mailers are an economical option for large
quantity mailings. The components can all be printed in one press
run instead of each separately. They can also be personalized and
addressed in-line. The economies of running a self mailer result in
lower cost per response on large quantity mailings, making it hard
for other formats to compete in cost.
There are different variations of the self mailer.
An advertising folder could be considered as a self mailer if they
are not mailed inside of a package. Another variation considered a
self mailers is a single part laser form which is folded and sealed
on all edges to form its own envelope. Advertisers have used self
mailers in some very creative and economical ways.
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Dimensional Mailers
The dimensional mailer format differs from the rest
in that one or more of the components in the package are 3-dimensional,
such as pens, advertising pads, specialty products or product samples.
The mailing package used is generally a fiberboard or corrugated container.
The dimensional mailer format is usually used for smaller mailings
being sent to specific groups. The dimensional mailer is more costly
than the other types of direct mail formats.
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Components of a Dimensional Mailer:
- Sales letter or advertising message
- One or more 3-dimensional items
- 3-dimensional mailing package, such as a box, tube, or poly bag
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Catalog Mailers
A catalog mailer is multiple page format that presents
a variety of products or services that are available from the advertiser.
A sales letter may be included as an insert and quite often there
is some type of response piece bound-in or inserted. The response
piece could be an order form or reply card and could also have a reply
envelope include. Other inserts can also be added in the catalog to
advertise special product offers or services. Using an outside package
for the catalog mailer is optional. It can be sent as a self mailer
without an outside package or it can be mailed in a package, such
as a paper envelope, a paper wrap, polywrap or a poly bag.
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Components of a Catalog Mailer:
- Catalog or booklet
- Sales letter
- Insert or bind-in (optional)
- Mailing package, such as a paper envelope, paper wrap, polywrap
or poly bag
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The type of format to use for your direct mail
package should be decided after taking into consideration the type of product
you are trying to sell and who you are trying to sell it to. An expensive mailing
may not be cost effective when selling a lower value product but may be necessary
to convince a prospect to purchase a higher value product. If you are unsure
of what type of format to use, the standard format of a sales letter, brochure,
response piece and envelope is a good choice for promoting many different types
of products.
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