Self-Mailers on the Rise

The use of self-mailers, self-contained mail pieces printed on one roll of paper and folded instead of being placed in envelopes, is seeing a resurgence among financial services, retail and drugstore marketers, said Bob Hackett, vice president of sales for RRD Direct.

Self-mailers can be printed at a much quicker and cheaper rate than standard mail pieces because the production process is streamlined from a multiple step to one-step process. The pieces, which can use high-impact color and graphics on the cover, are printed, personalized, folded, perforated/die-cut and mailed with no manual involvement. Business reply cards are part of a single fold-out piece. Presses for self-mailers travel at an average of 1,000 feet per minute. Standard mail pieces require forms, brochures, lift notes, business reply cards/envelopes and outer envelopes to be printed individually. Presses travel at speeds of no more than 300 feet per minute.

RRD Direct, a division of RR Donnelley & Sons, Chicago, produces self-mailers for credit card issuers First USA, Wilmington, DE, and Discover, among others.

Discover spokeswoman Cathy Edwards said the Riverwoods, IL, issuer sends only a small percentage of offers via self-mailers but said they are cheaper to produce and can be printed more quickly. Discover uses self-mailers for both pre-approved and non-approved offers and for promotional offers to existing customers.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions