Direct Mail Review: sappi Mailing
February 3, 2021
Sappi Paper sent out a mailer at the end of 2020 to welcome the new year. Paper and printing techniques were the star of the show, which we would expect as sappi is a paper manufacturer. Let’s take a closer look.
Format: The mailer was a 5.5” x 5.5” box, ¾” thick with diecut, folded inserts inside.
Design: The outer box and inserts were all printed in the sappi pms blue so the sense of continuity was throughout. The box also had a darker blue and gold ink highlights. The front side of the box was filled almost completely with the mailing label. The back side had the sappi logo reversed out in white and “Tear here for a little surprise” above a pull tab.
The inside piece was a large piece folded up smaller with five items tucked inside. The front of the inside piece said: “This giving season we’re reflecting, renewing and reconnecting with what really matters”, along with a revered white sappi logo in the lower right-hand corner. When you open the piece, on the left was two paragraphs noting how in 2020, sappi realized how big the impact of little things could be so their 2020 gift is meant to facilitate more joy in the world. Each interior item was meant to be passed on to a loved one, friend or stranger. The right-side panel had a seal that said “Sometimes little things make the biggest difference” and “Give again – please reuse or recycle”. The left side panel had a perforation so it could be torn off and the remainder of the insert could be folded into a small gift box.
The five smaller inserts were held together by a sappi blue belly band with a reverse white sappi logo on it. The inserts varied: there were two gift card style envelopes. One said “cheers to the little things in life” with an insert card that said “You brighten up my day”. The other envelope said “Here’s a little gift to say a big thanks” with the card reading “You make the world a better place”. There was a nicely decorated box/sleeve to place a gift and another diecut foldover envelope with a pocket to add a gift card or a note that had “Celebrating you and everything you do” printed on it. The last card was also diecut and had an inside pocket that could hold a giftcard. There were similar inspirational quotes on the card and insert card.
Printing and Paper: Sappi is a paper manufacturer, so our expectations were high. We were not disappointed. On each piece, sappi printed the paper used and production notes and boy, did they pull out all the stops: gold foil, silver foil, raised gloss uv, diecutting, soft touch coating and gloss varnish. All the items used recycled paper. The outer package was a thick corrugated material: 95# LusterCote C1S. The inside items ranged from 10 point to 28 point cardstock.
Presentation: The mailer was about as noticeable as anything we have ever received. A few factors made it stand out: the thickness of the box, the overall size and the printing.
Purpose: Sappi was doing what many companies have done during the pandemic: give back. The goal of the mailing is to brighten someone’s day.
Offer and Call to Action: There was not a traditional offer as this was a giveaway, but the call to action is to play this forward and thank someone in your life.
Digital technology integration: None but none was needed.
Personalization: None but none was needed.
Overall, I think this direct mail piece had some unusual qualities and really showcase how direct mail can make an impact. This was more of a “feel good” mailer but can really show people how printing and paper can enhance direct mail.
As a paper vendor, sappi sent these to their customers. It both keeps sappi in front of their clients and gives a unique and interesting package that even makes a printer say “Wow”.
Mailing these requires a parcel rate which costs quite a bit more than a letter. In this case, the impact of the piece is enough to warrant the higher postage cost. Although this is not an inexpensive piece to mail, it fits a question we often ask ourselves: “How much is a customer worth?”.