Self-mailers in B2B Direct Mail: Advantages and Disadvantages
Business-to-business direct mail marketers have learned through
testing that a letter in an envelope will usually generate more
sales and pull more inquiries than a self-mailer will.
Why is that? And on what occasions are you wise to use a
self-mailer instead of a letter?
A self-mailer, of course, is any flat piece of mail that arrives
at its destination without an envelope. It mails "by itself,"
and so has no need of an envelope. Postcards, strictly speaking,
are self-mailers, but the kind of self-mailers I am talking
about here are the ones that have a fold in them.
A classic self-mailer is a sheet of card stock, 8