Are you still using padded mailers?

Share this article:
Are you still using padded mailers?
Are you still using padded mailers?

The recent shift to shape-based postage has made padded mailers an expensive way to reach clients. Under the old pricing system, these mailers represented an eco­nomic packaging option by protecting con­tents without requiring box assembly. This former efficiency helped catapult the mail­ers into a $1 billion industry, accounting for roughly 2% of the US mail stream in 2006.

Today, most of these packages classify as parcels and carry a 33-cent rate increase compared to same-weight flats, the result of two new rules instituted by the US Postal Service to promote automated processing.

Since May 2006, when the USPS announced the move to shape-based pricing,we have worked with fulfillment houses and end users to minimize the impact on mailing costs.

During that time, we've concluded that the padded mailer has become something of a dinosaur. Sales kits, for instance, don't need the added protection of a padded mailer, but many firms use this packaging out of hab­it. The 33-cent postal rate increase offers a strong incentive to search for other options.

Many companies are now turning to ex­pansion envelopes and mailers. Construct­ed with strategic folds to conform to differ­ent volumes of content, these packaging options reduce the need for multiple enve­lope capacities. Paperboard versions com­bine the protection of a padded envelope in an automation-friendly design that reduces postage and fulfillment costs.

These expandable packaging options also offer greater opportunity for brand promo­tion. Unlike their padded counterparts, these mailers can be custom printed to pro­mote your firm. Expansion envelopes also reduce fulfillment costs because of their compatibility with standard inserter ma­chines, compared to padded mailers, which require manual insertion.

Six months into shape-based pricing, the era of the padded mailer is drawing to a close. Fortunately, the market already offers a versatile, cost-effective alternative: the ex­pansion envelope.

bmakofsky@conformerinc.com

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

App of the Week: Life Organizer

App of the Week: Life Organizer

Life Organizer aims to help users be as productive as possible.

Marketing GloBALLization

Marketing GloBALLization

The Yankees aren't the only team searching for talent overseas.

The Best Birthdays Are Multichannel

The Best Birthdays Are Multichannel

The "best" birthday greetings aren't always the ones with the biggest deals.