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Busting Myths On Snap Pack Mailers

By Author: Damon Za
Total Articles: 7

Direct marketing companies use a variety of mail to reach out to their preferred users. Snap pack mailers are sealed letters with perforated edges that are torn to access the matter inside. They often also include a return envelope, for the reader to send back to the marketing firm, as a response device. Direct marketers swear by these mailers as an effective tool to build reader response. However, new entrants in the field are sometimes dissuaded by some myths which have built up around these mailers. Read on to find out what these myths are:

Snap Pack Mailers are expensive - Fact or Myth

MYTH. These mailers are not much more expensive than postcards, as they are printed on flexible paper. The area available for the marketing message is more than doubled. Marketers can drive down costs further by choosing to print one side of the letter in colour and the other in monochrome. They are also available in postcard form, folded to 6”X4.25” size and perforated on the edges.

Customers do not engage with snap pack mailers - Fact or Myth

MYTH. Surveys show that very high numbers of recipients will open these mailers - going as high as over 9 out 10 respondents. The perforated sides and official messaging also adds to the anticipation in the recipient’s mind about the contents of the mailer. Ultimately, the message and the design of the mailers influence the response rates of individual campaigns.

Snap Pack Mailers all look the same - Fact or Myth

MYTH. While marketers can do very little about the staid shape of the rectangular folded mailer, changes in design and effective calls to action can provide good responses from recipients. Variable printing can also be used to vary the message and change important information like the recipient’s address, customized messaging and so on. Mail merge, in fact lies at the heart of these mailers’ effectiveness. A recipient is more likely to go through a customized message rather than a generic letter.

Snap Pack Mailers are only useful for marketing- Fact or Myth

MYTH. These mailers can be a very useful and inexpensive direct communication tool for your company. They can be used to send printed account statements, dividend information, general messages, request for donations, invitations for company events, insurance and license renewal intimations, summons and coupons. In fact, any customized communication can be easily and cheaply done with them. However, marketers should be involved in order to create a uniform style of postal communication. This approach builds brand image among recipients. As these mailers are typically sent by ordinary mail, the cost of reaching out to the recipient is also quite low.

Direct mail marketing does not have much relevance in the digital era. With reducing mail volumes, recipients are more and more likely to be influenced by unique mail marketing methods. So all new firms should definitely adopt snap pack mailers as part of their marketing strategy to widen and keep in touch with their preferred recipient base.

iti Direct Mail is a direct mail marketing company specializing in graphic design and variable printing services such as customized postcards, newsletters, mail merged letters, brochures, holiday greeting cards, snap pack mailers, door hang tags, presentation folders, stickers, banners and more.

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