Signed, Sealed, Delivered

The U.S. Postal Service (USPS) is no stranger to bad news-and if the first three months of the new year are any indication, the struggling organization won't see much respite any time soon. "USPS Makes Largest Stamp Increase in a Decade," "USPS Seeks Salvation in Banking" and "USPS Records Loss of $354 Million in First Quarter" are just a few of the notable headlines making the rounds. With press like that, it's no surprise that the White House recently tossed its hat back into the postal ring.

According to Government Executive, a business news daily for federal managers and executives, the president has renewed his longstanding call to overhaul the USPS in his fiscal 2015 budget. The proposal addresses a variety of issues, including retiree health care and the elimination of Saturday mail delivery. In the end, Obama's proposals "would provide the USPS with $20 billion in cash relief and savings by 2016," the report suggested. Commentary has been mixed.

In the meantime, the man knee-deep in controversy, USPS CEO and postmaster general Patrick R. Donahoe, remains encouraged, particularly by the changing attitude of marketers toward the role of direct mail in campaigns. Thanks to new technology and a push toward personalization, bright colors and irregular sizes, mailers have become more actionable.

"All of these strategies are focused on creating a more valuable experience for the receiver of mail-making mail more valuable within the marketing mix," Donahoe said in his keynote speech at the 2014 National Postal Forum in Washington.

Of course, not all mailers need to dazzle with design. One of your clients might need something to protect confidential documents, while another may require a no-frills envelope for routine jobs. From best sellers to dynamic pieces, the following collection of envelopes and mailers is sure to nab your customers' seal of approval.

DIE-CUT MAILER

How it works: This direct mailer features folded flaps with a card insert. When opened, the insert slides out, prompting the recipient to see what this piece is all about. (Courtesy of Luci Estevez, infrastructure manager, Team Concept Printing, Carol Stream, Ill.)

Why it is valuable: "This marketing tool can be attributed to its unique marketing approach and stands out from other direct mailers," Estevez remarked. "A well-planned and dynamic direct marketing campaign can be highly beneficial to any business. It can grab the attention of potential customers to the product or service that you are offering. This specialized form of marketing can offer a wide range of benefits to a business owner."

CARD SLEEVE AND ENVELOPE

How it works: An envelope or sleeve can be produced using a variety of different stocks and materials. The three most common are ArmorShield, Paper and Tyvek. ArmorShield blocks RFID signals from unwanted skimming, perfect for contactless and smart cards. Paper sleeves, on the other hand, are appropriate for short-term use like gift cards and hotel key cards. Long-term use cards such as IDs, bank cards and benefits cards are great applications for Tyvek card sleeves. (Courtesy of Dave Young, vice president, Information Packaging, Macedon, N.Y.)

Why it is valuable: This product can be customized to meet a variety of specifications. "As a custom manufacturer, we can produce just what you need: with or without a flap, oversized to hold two cards, sleeve or mini envelope styles, and specialized materials," Young said. "Card sleeves can be custom printed so your message is right where it needs to be-in your customers' hands."

SECUREX BY VERSASEAL

How it works: This patent-pending self-mailer can be used for mailings with high-security needs. Special die cuts are available. (Courtesy of Wade Brewer, general manager, PrintXcel - Clarksville, a Div. of Ennis, Clarksville, Tenn.)

Why it is valuable: In addition to special die cuts, SecureX protects personal information through multiple blockouts. "[SecureX] adds the security your customers need while also streamlining multiple processes, and reducing supplies and money waste," Brewer explained.

EXECUTIVE STYLE ENVELOPE

How it works: The lightweight envelope has edge-tight gumming, a diagonal seam construction and a high back panel. (Courtesy of Ed Musselman, general manager, National Imprint Corporation [NIC], Claysburg, Pa.)

Why it is valuable: "The Executive Style line of envelopes was created to provide the ultimate envelope for both automated production mail and small office inserting operations in order to maximize application productivity and efficiency," Musselman said.

#10 OPEN END ENVELOPE IN MIDNIGHT BLACK

How it works: Manufactured from LUX Midnight Black paper, an 80 lb. stock, this envelope measures 4.125x9.5". It has a modern open-end flap that is easily sealed with the Peel & Press method. (Courtesy of Whitney Grekin, marketing coordinator, Envelopes.com, Amityville, N.Y.)

Why it is valuable: Grekin listed versatility and presentation as key selling points. "Our #10 Open End Envelopes provide a beautiful and unique presentation versatile enough for every mailing ranging from business to social," she noted. "In Midnight Black, the envelopes paired with crisp white ink printing create an unparalleled presentation. Create the perfect chalkboard look or a modern, yet timeless, black-and-white display."

MINI "SLIM" CATALOG WITH ATTACHED BRE ENVELOPE

How it works: An alternative to a full-size catalog, the Mini "Slim" includes an attached business reply envelope and order form. Fugitive glue allows for easy opening, eliminating the need for wafer seals. Inside/outside personalization is available. (Courtesy of Dan Kimball, sales and plant manager, B&W Press, Georgetown, Mass.)

Why it is valuable: Tired of trying to outsmart postal rate increases? According to Kimball, the Mini "Slim" catalog offers a cost-effective solution to this growing problem. "With the postage rate increase, the catalog is a very valuable alternative, mailing at a standard letter rate, and proven to be a powerful Web driver," he commented. B&W Press provides a free Mini "Slim" mock-up to interested distributors, using their customer's company information, product or services, at no charge.

RING IN THE YEAR WITH TSINGTAO MAILER

How it works: This mailer showcases a custom profile die-cut design and a slit & tuck closure. (Courtesy of Sterling Smith, associate director of sales and marketing, The Envelope Express Inc., Bensenville, Ill.)

Why it is valuable: As Smith pointed out, a little bit of creativity can go a long way. He offered the following example. "With little understanding of manufacturing, our customer came to us with a concept of combining the No. 1 Chinese beer in the U.S. with the celebration of the Chinese New Year. Brainstorming with our engineers and design team, this exquisite brochure came to life," Smith recalled. "Profile die-cutting has changed the way we look at producing envelopes and widely opens up the possibilities."

MAGGIO DIGITAL ENVELOPE

How it works: Companies and government agencies can automatically record receipts by using the digital envelope's barcoding technology to identify an individual or business. The envelope has a tamper-resistant seal at the closing flap, and safely holds a check, cash or coins. It can also be included as part of a multi-ply set that is incorporated in a wraparound book. (Courtesy of Bob Maggio, president, Maggio Data, Hauppauge, N.Y.)

Why it is valuable: Digital envelopes offer a flexible solution for parking tickets, fuel meter tickets and cash collections. "If you consider that cross-glued envelopes have been around for a while, the added value of barcoding, and even personalization, results in greater efficiency," Maggio shared. "Now, simply by scanning, you can be assured that the envelope has been received and that it matches the return forms."

Cost is another factor. Using a glued envelope in a set versus a conventional envelope saves money. "The manufacturing process is much more efficient, and with on-line manufacturing, all parts match. There is no chance of an error," Maggio added.

RFID SHIELD-DEFENDER ENVELOPE

How it works: Made with archival, chain-of-custody certified paper, the lightweight envelope is resistant to water and tears. It can be easily printed and converted into any size envelope, sleeve or inserting product. (Courtesy of Steve Brocker, senior vice president of sales and marketing, Western States Envelope & Label, Butler, Wis.)

Why it is valuable: "Nothing's more valuable than peace of mind, so give that to your customers," Brocker said. "FIPS 201-certified and made from a multi-ply paper/film/foil laminate, DEFENDER envelopes are a security barrier to prevent fraudulent radio frequency identification (RFID) skimming of sensitive information." He mentioned that the envelopes can be used to protect credit cards, passports, identification cards, driver's licenses, company I.D. cards, Department of Defense Common Access Cards and public transportation cards.