Over the last few years, there have been a lot of talks about the ineffectiveness of traditional offline marketing tools. But ask small businesses that have adopted digital-only strategies, and they’d tell you that they have been quick to realize the futility of this argument. Social media marketing campaigns tend to get lost in endless scrolling on the web and on phones. They have a short lifespan, and that’s where many small businesses have returned to traditional marketing tools. When it comes to these offline tools, folded mailers deliver maximum visibility and traction for small businesses. So, what should you know about folded mailers for marketing as a beginner? What makes it such a go-to tool for small businesses? Let’s find out in this beginner’s guide.
What Are Folder Mailers?
As a beginner, you may have heard or read about folded mailers, but you don’t exactly know how they work. A folded mailer is essentially a postcard with one or more folds. Unlike a flat postcard, they open like a mini brochure, offering you extra space to tell your story, list your services, or add a tearable coupon that serves as a hook for your target audience. While small businesses have used affordable postcard mailers for a long time, folded mailers for marketing let you play with your creativity and offer more information about your products and services, without cluttering everything onto one crowded surface.
We have seen the aggressive use of postcards for business marketing in the pre-Internet era. They were the most cost-effective means to reach the target audience. Folded mailers leverage the USPs of postcards and traditional brochures. The result is a marketing tool that is as cost-effective as a postcard and also offers multiple printable surfaces, not just front and back. Modern folded mailers for marketing also have a magnet on the inside panel, letting the recipient keep it stuck to the fridge rather than throwing it in the recycling bin.
The small magnet on these folded mailers has become a force multiplier in marketing campaigns. While a regular postcard usually gets glanced at for a few seconds and then stored under a heap of other papers, mailers can sit on a fridge or other surface for months, reminding potential customers about your products and services. The constant visibility makes them an effective addition to your marketing campaign without stretching your budget.
What Works in Favor of Folded Mailers?
There are many practical reasons why folded mailers remain an effective marketing tool for businesses, especially smaller and local ones. Here are some of the reasons why you won’t regret choosing folded mailers for marketing –
- Extended Visibility โ Unlike social media ads that grab eyeballs for only a few seconds, magnetic folded mailers stay put on the kitchen counter or study desk for months. For instance, if you run a lawn mowing service, house cleaning service, or a local bakery, your brand name is always in front of your customers.
- Curiosity โ While you may have tried postcards for business marketing, they don’t generate the same curiosity as the folded mailer. People are naturally inclined to open something closed and see the information that’s hidden inside. Hence, a simple fold attracts more interest than open surfaces on postcards.
- Reach โ If you are using a custom EDDM magnet mailer for your promotion, you enjoy targeted and extended reach. Localizing social media ads has its limitations. You can’t target a specific community or street very easily. You don’t need to buy a mailing list, and you can easily reach out to the specific community.
How To Design an Effective Folded Mailer?
We don’t need to reiterate that the success of any marketing campaign rests as much on the tool as on how you use it. Design and creativity are the bedrock of success when you use folded mailers for marketing. Here are a few things you must keep in mind while designing your folder mailer –
- Brand Name/Logo โ Your brand name and logo must be visible on the outside (unless you have specific reasons to create mystery. It ensures that your target audience can easily recall your brand, as is often the case with local businesses.
- Clear Headline โ Along with the brand name and logo, include a clear headline on the outside panel so people know what to expect on the inside. For example, if you are promoting a sale or adding to your product line, use a headline teaser to grab attention.
- Clutter-Free Inner Fold โ While you will use the inside panels for details, never overcrowd them with too much information. Focus on a specific message and use large font sizes for easy readability. Remember, white (empty) space boosts readability.
- NAP on Two Panels – Keep your Name, Location, and Phone number visible on both sides of the fold, as you don’t decide which side of the mailer gets attached to the fridge. You can use QR codes for Google Maps or link to your website.
- Add Value โ Give a reason for the customer to stick the mailer to their fridge. It can be a calendar or important local information that is worth storing. Few people would lend their fridge real estate to your outright marketing campaign.
Folded mailers for marketing continue to remain effective in this digital-first world. They give small businesses like yours more room to communicate and stay in front of the target audience for longer. At MagnetByMail, we design and print folder mailers, magnetic postcards, and custom EDDM magnet mailers that fit your budget and your goals. Reach out today to get started on your next campaign.
FAQs
What sizes of folded mailers do you print?
We offer a wide range of sizes, from 5.25″ x 8.5″ to 8.5″ x 11″. We help you choose the right size depending on your campaign and budget.
Do folded mailers need a mailing list?
EDDM campaigns don’t require a mailing list, though a targeted list improves their effectiveness. If you don’t wish to spend money on buying a mailing list, you can specify small communities and streets.
Why should I choose a magnetic folded mailer?
Magnetic folder mailers get stuck on the fridge and other surfaces and offer your brand longer visibility than those stored among other paper and brochures.
Are folded mailers better than flat postcards?
They have their advantages: they offer more space for you to deliver your message, and the inside panels generate curiosity among your target audience.
