A Guide to Direct Mail



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(1) Is DM for you?

(2) Choosing your list

(3) The Offer

(4) Call to Action

(5) The Package

Introduction
The Outer Envelope
The Letter
The Brochure
The Order Form
The Return Envelope
>>The Self-mailer<<
Your Printer

(6) The Copy

(7) Testing

(8) Tracking

History of DM
Links

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