One of our favourite formats because of its versatility, one piece mailers (sometimes called a self-mailer) are a popular choice for retailers across the UK, and we thought we’d delve a little deeper to see why. 

In direct mail (DM) terms, one piece mailers refer to a self-contained piece of mail that typically includes a single printed item that does not require any assembly or additional components to be sent. This format often combines elements like:

  1. Letter or message: A direct communication piece containing the main message.
  2. Return envelope: An optional feature that allows recipients to easily respond or engage with the sender.
  3. Promotional offer: It may include a coupon, discount code, or incentive to encourage a response.

They’re Cost-effective 

Because a one-piece mailer typically consists of a single sheet of paper, it removes the need for separate envelopes and so can be cost-effective to design, print, and mail.  Since it’s lightweight, compact, and can have all edges sealed, postage costs are often lower too. 

A5 is the standard size, but many other options are available, helping postcards stand out and be more engaging.

Immediate High Impact and Visibility 

Your brand and key messaging are immediately visible and the natural process of opening the mailer flows into sharing your story, your messaging and the call to action (CTA), with your entire message on view as the mailer is opened or unfolded. 

They’re often printed using high-quality, sustainable materials that make your product images jump out to really enhance your brand. 

They get to the point (in a friendly way) 

The compact nature forces the message to be brief and to the point, making it easier for recipients to understand the offer quickly. 

Highly targeted, delivering better ROI  

Every detail can be personalised to the recipient making it a highly personal experience for them and with advanced printing technology, retailers can personalise mailers based on customer data, allowing for highly targeted and tailored communication, enhancing engagement and conversion. 

Tangible and engaging 

Being a physical printed and engaging a stronger sensory experience than digital advertising it drives higher engagement and response rates.  People are also likely to keep a physical mailer longer, especially if it includes a coupon or other incentives, increasing the chances of conversion. 

Using Jicmail research (www.jicmail.org.uk/) we can see that, in 2024, addressed mail stays in the home for an average of 7.21 days and is interacted with 4.3 times which knocks the socks off any digital campaigns. 

Effective for Retargeting 

Many UK retailers face the challenge of attracting and winning new customers who will only ever make one purchase. One-piece mailers can be used to re-engage existing customers with personalised offers, reward programs, or reminders based on their shopping history. 

In the UK retail landscape, where companies are competing for customer attention both online and offline, one-piece mailers provide a cost-efficient, direct, and effective way to boost customer engagement. 

Get in Touch to find out how you can incorporate One Piece Mailers effectively into your Direct Mail Marketing mix.