Do you know what print buyers and graphic designers like? New things. A concept, product, process or technology that they haven’t heard of or seen before – something that sets a light bulb off over their heads. Something they can show to their marketing team or creative director, who are also hankering for innovative concepts.

So when I stopped by the exhibit table of L2 Solutions at our recent 5^th Annual Print & Media Conference, I shook hands with Bob Nista, and my eyes fell on an unusual mailing piece.

It measured 4 ¼ x 8 ¾” and looked like an envelope designed by Edward Scissorhands: the back flap was an asymmetrical point that begged to be toyed with. I had to open it. So I did.

This envelope – printed in 4C on both sides on a glossy stock – was not your typical envelope. It was sealed with spots of removable glue. Angle by angle, one slice at a time, it unfolded to reveal a few inserts…and it laid flat at a very impressive 8 ½ x 11”. Essentially, the inside of this spunky envelope was its own flyer: no wasted space whatsoever. On one of the samples, the inside of the envelope was a marketing piece for a lasik surgery business, complete with a QR Code to get more information. Flip this envelope over and again, every flap was used for a marketing message, even if it was only an 800 number or a URL.

I liked it. So I asked Bob to mail me a few more. I studied the samples and then sent him a few questions.

1. Tell us about the history of SmartMail. Who invented it?

SmartMail is the brand name for the digital letter package. The one-sheet letter process was originally developed by an Australian company 10 years ago. Kern in Switzerland has licensed the technology.

2. Is L2 Solutions the only company that offers it?

No, SmartMail is offered exclusively to distributors, including L2.  It is manufactured by ColorTree (www.colortreemarketingresources.com).

3. Do you have a patent?

No. Kern controls the rights to part of the workflow that that makes SmartMail possible. Currently ColorTree is the only provider in USA.

4. What are some of the applications your clients have used SmartMail for?

Fundraising, practice building, membership acquisition/renewals, thank you mailings. Cross media direct marketing campaigns that are data rich.

Here’s why SmartMail works: Relevance adds value. This letter package is a required piece of every campaign. It’s graphically intense, and since it’s not a postcard, there are no privacy issues for sensitive mailings.

5. Who uses SmartMail? I see many samples for fundraisers.

Many industries have used SmartMail, including these:

• Nonprofit fundraisers
• Colleges and universities
• Financial services
• Professional and trade associations
• Membership organizations
• Hospitality and dining
• Retail

6. How is it created/manufactured?

It starts as one sheet of 11 x 17” paper. The lead edge of the sheet forms the carrier envelope; the trailing edge of the sheet forms the enclosed letter. The digital print and converting process means that there is no manual matching of close-faced carrier and contents – accuracy is assured.

Depending on the job spec, the SmartMailer is produced digitally on a Xerox 8000, Xerox 700 or Kodak NexPress. It goes in as a digital file and comes out a finished letter package.

7. How many inserts can one mailer hold – and when are they inserted?

Up to three. The close-faced carrier wraps around the Z folded and stacked (not nested) sheets in one seamless process. The BRE or reply device is the only part of the package that is inserted in the traditional sense. This all occurs simultaneously. No separate mail shop work is required.

8. Are there limitations on the types of stock you can use?

Yes, 70# stock, because it is strong enough to resist tearing when opened. We use matte stock because the adhesives stick well without tearing or picking the fibers when opened.

9. How about size limitations?

One size only

10. Are there are USPS considerations customers must keep in mind when using SmartMail?

No. It is 100% USPS compliant for automation letter rates.

11. What are the basic rules of thumb when it comes to spec’ing a SmartMail campaign? Also, does temperature affect the glue?

Use it when it makes sense – for data rich campaigns, and quantities of ten thousand and below are the best value. As for adhesives, we have had no issues other than glue that tends to harden over time. The product is in the mail within 48 hours and usually opened within days, so this has not been a problem.

It’s clear that this is a product that stands out and gets opened. The more clever the creative, the faster someone would open it up. “Think of SmartMail as a vehicle wrap for your offer,” Bob said. “It fills the void between the ubiquitous letter package and costly dimensional mail. And it has 10 times the ad space of a postcard.” I only have a one-word reply to that: Smart!

© 2010 Margie Dana. All rights reserved. Your comments are encouraged. You're free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author.