Within a digital world, studies have shown that direct mail still creates a greater emotional response from targeted audiences.
Compelling creative certainly must be a factor, and the physical nature of direct mail provides an opportunity to create a real “moment” out of the mailbox as the size and fold of a piece help to enhance the message of the art and text.
There are numerous options for direct mail folds that can be used strategically to deliver an effect that would be less impactful with another size.
Let’s take a look at our Quick Fold Guide.
The singlefold comes in a variety of different sizes, from 10.5×11 that finishes to mail at 10.5×55 to a taller 5.5×22 singlefold that finishes to mail at 5.5×11. That variety is what helps a singlefold deliver impactful creative. The smaller, more traditional 10.5×11 or 8.5×11 may be better suited to a campaign’s custom photography, while a more custom 5.5×22 singlefold weds itself to an interior panoramic when oriented horizontally or an exaggerated, growing stack of money when oriented vertically.
The trifold offers an additional interim panel for messaging that builds throughout the unfolding of the piece. The transition also offers the opportunity to add a perfed reply card for volunteer sign-ups and voting commitment reminders, making the trifold an excellent option for door-to-door grassroots efforts.
Similar to the trifold, the crossfold offers that extra transition panel but at a larger size than the trifold, especially useful for contrast pieces. The crossfold gets its name from the vertical and horizontal folds creating it.
Barrel or “Roll Fold”
The barrel fold “rolls” open, providing a longer piece for exaggerated imagery or individual sets of panels to define points of emphasis, from bio backgrounds to issue points.
Open and Closed Gatefold
The gatefold grabs the recipient’s attention by inviting them into the piece with a center fold acting like a door. The open gate exposes that opening, while the closed gatefold folds once more to keep it hidden from initial view.
Folded in half, then folded in half again, the double parallel creates separated panels for messaging and a larger interior panel for the conclusion and impactful photography.
Instead of ends meeting, the short fold leaves a portion of the interior panel exposed, where creative imagery or messaging can help draw the reader into the piece.
Flat or “No Fold”
One of the larger pieces in a mailbox, many people like the flat or “no fold” pieces for their impact and ability to stand out from the clutter.
Before You Go …
#MailMatters: How to Write a Winning Mail Plan
#MailMatters: What’s Not to Love About Mail?
#MailMatters: Coordinating Your Print & Digital Advertising