Bangtail panels for direct-mail effectiveness

Location, location and location are the three most important factors in real estate; the direct-mail world has three of its own critical factors – ROI, ROI and ROI. Every little change can yield substantial cost savings and effectiveness. If you’re looking for a direct-mail ROI dynamo, look no further than bangtail panels.

Bangtails are usually used for order forms and coupons as a reply device. They’re located at the throat of the envelope – a can’t-miss spot – and perforated for easy removal. Bangtails are the essence of efficiency. As part of the envelope itself, bangtails allow direct marketers to include marking messages, a reply form and a response envelope from a single piece of paper – no separate coupons needed.

Production Considerations

To get as much efficiency as possible from bangtail production, keep these considerations in mind:

Panel sizing

This is critical to efficient production and user-friendliness, which is a must to ensure satisfactory response rate. Involve your bindery supplier in project planning to be sure your direct-mail applications are designed for success.

Security

Envelopes must close securely if you want recipients to feel comfortable including cheques or personal information with their responses. Bangtails must be undersized at least 7/8 inches relative to the envelope flap to seal properly if the bangtail is not detached.

Unfolded Slips

Most users will fold the bangtail to fit it into the reply envelope. If you’d prefer an unfolded slip, a right-angle perf makes it easy for users to detach it properly.

Keep it in-line

Make the piece less than 30 inches in width. Nearly all hot melt re-moist machines max out at 30 inches wide. If you stretch your piece beyond this dimension, the product may not be able to be produced in-line. The cost goes up enormously.

If you refer to the pictures in the article, Style #1 is the most basic kind and the cheapest to produce. Style #2 is both an envelope and a tear off stub that can be inserted into the envelope. Style #3 is a bit better than #2 because it allows for more writing space. For some binderies, style #4 is the cheapest to produce. Style #5, which is a double thick reply card (postcard thickness), is unusual and cost effective. The most effective style of all is Style #6.