News
 7
Times When You Might Use a Self-Mailer
By Ray Jutkins
When should you use a self-mailer? A self-mailer
combines a letter, a brochure, and response device
into a single piece of paper. Obviously, a
self-mailer is less expensive than a full package.
But just being less expensive doesn’t make it more
effective.
Here are 7 times when you might choose to use a
self-mailer:
1. When you’re mailing to your own customers. Your
own customers already know you. You’re probably
mailing to them on a regular basis anyway. This is
one of a series of contacts with your own customers.
2. As part of a continuity program. When it’s one of
a series of ongoing messages to a marketplace. This
marketplace has heard from you before – they will
hear from you again.
3. When your message is very, very short. When you
really don’t have a whole lot to say. When it’s
important – but it’s not detailed.
4. When you really expect a low response rate. You
have something that is very much a commodity, or
something that is so unusual very few people will
want it. Mailing still makes sense, but a
self-mailer will make the most economic sense.
5. When it’s difficult to find the right audience.
So, you don’t want to waste a lot of money mailing
an exclusive package to an ill-defined audience.
6. If you have a very large volume. You’re mailing
hundreds of thousands or more. Economically your
budget will not allow you to put together a full
package. A self-mailer will work, because the
numbers are big enough to make the back end work.
7. If you have a very easy and simple offer. It’s a
low financial commitment, it’s easy to understand.
---- Ray Jutkins is a direct marketing specialist
who works with business-to-business and consumer
clients throughout the world. He published two
books: Magic Marketing Minutes and Power Direct
Marketing.
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