Introducing Folded Self Mailers

Direct mail works best when the format fits the message. A quick postcard is perfect for a simple offer or reminder. A letter is better when you need more space or a formal tone. Sometimes, you want something in between that still feels premium but does not require an envelope.

That is where folded self mailers come in.

Folded self mailers are now available in Lob for Enterprise Edition customers, right alongside postcards, letters, snap packs, checks, and booklets. You can create and send them from the Lob Dashboard or through the API, so they become part of the same automated workflows you already use.

What is a folded self mailer?

A folded self mailer is a printed piece that is folded and sealed, then mailed without an envelope. It arrives as a compact piece in the mailbox, then unfolds to reveal more content inside.

Because there is no envelope to open, recipients see your brand and your primary message right away. Once they open the piece, you have multiple panels to tell a deeper story, highlight products, or walk through steps.

Lob supports several self mailer formats that all fold down to a 6x9 inch finished size:

• 6x18 inch bifold that unfolds horizontally
  
  
• 12x9 inch bifold that unfolds vertically
  
  
• 11x9 inch bifold with a 1 inch offset panel that hints at the offer inside
  
  
• 17.75x9 inch trifold that opens vertically for multi step stories
  
  

You can see current specs and templates for each format in our Help Center article on self mailers.

When to use folded self mailers

Folded self mailers are a good fit when you want more room than a postcard but do not need a full letter package.

Common use cases include:

• Product launches and feature announcements
  
  
• Cross sell and upsell campaigns
  
  
• Loyalty program updates and rewards
  
  
• Plan changes and benefit summaries
  
  
• Educational content that needs a step by step story
  
  
• Seasonal promotions with multiple offers or categories
  
  

You get:

• More space for copy, charts, and images than a standard postcard
  
  
• A built in “reveal” moment when the recipient opens the piece
  
  
• A single compact mailer that is easy to produce and easy to scan
  
  

If you want design inspiration, you can browse our self mailer templates in the Direct Mail Template Gallery.

Ideas for your first folded self mailer

If you are new to this format, here are a few simple structures that work well.

Problem and solution on separate panels

Use the front panel to call out a problem your customer is dealing with. Inside, show how your product or service solves it.

• Front: a bold headline and a visual that reflects the problem
  
  
• Inside: a short explanation, proof points, and a clear call to action
  

Offer teaser outside, details inside

Create curiosity on the outside and deliver specifics once the piece is opened.

• Front: “A special offer for you inside” and a short benefit
  
  
• Inside: full offer details, terms, and next steps
  

Product spotlight with deeper story

Use the outside to feature one clear hero product or benefit. Use the inside panels for supporting details.

• Front: product image, primary benefit, and QR code
  
  
• Inside: how it works, feature callouts, testimonials, or use cases
  

Lifecycle and onboarding flows

Folded self mailers also work well in automated flows such as new customer onboarding or renewal reminders.

• Outside: welcome or reminder message
  
  
• Inside: clear checklist, timeline, or “three things to do next”

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You can adapt any of these structures using a template from the Template Gallery and your own brand elements.

How folded self mailers work in Lob

Folded self mailers are available to Enterprise Edition customers as part of Lob’s Print and mail platform.

You can:

• Trigger self mailers programmatically using the Self Mailers API or Campaigns API
  
  
• Build and preview creatives in your design tools, then upload final art that matches our layout specs
  
  
• Manage one off sends or large scale campaigns from the Lob Dashboard
  
  

Self mailers follow the same production and tracking model as other Lob formats. You still get:

• Address verification to improve deliverability
  
  
• Standardized paper and print quality across our Print Delivery Network
  
  
• Event tracking so you can see when pieces are processed, mailed, and delivered
  
  

Getting started with folded self mailers

If you are ready to try folded self mailers, you can follow a simple path.

1. Confirm access
   Self mailers are available for Enterprise Edition accounts. If you do not see them in your Dashboard, you can contact your account team or reach out through our sales page.
   
   
2. Pick a format and template
   Choose a format that matches your message, then download design files or start from a ready made layout in the Template Gallery. Make sure your design follows the ink free zone and adhesive guidelines in the Help Center.
   
   
3. Define the use case
   Decide where folded self mailers fit in your customer journey. Examples include onboarding steps, usage tips after sign up, cross sell offers, or renewal nudges.
   
   
4. Set up your workflow
   Use the Self Mailers API for triggered sends from your CRM, CDP, or marketing automation tool, or use the Dashboard to build and launch a campaign.
   
   
5. Measure and iterate
   Track response and conversion alongside other formats, then test different creative, offers, or segments to see where self mailers perform best.
   
   

If you want to see real examples and talk through where folded self mailers could fit in your program, you can book a demo to walk through the format with our team and explore your use cases.

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