Choosing between a self-mailer and an enclosed pack
A self-mailer is a printed piece folded and sealed so it can be posted without an envelope, with the address printed on an outside panel. It gives more room than a postcard without the cost of enclosing. An appeal pack is the enclosed alternative: an outer envelope carrying a letter, a response form, a reply envelope and sometimes a leaflet or gift. Both can be personalised. The right choice depends on how much you need to say, how personal the message should feel and the response you need back. Tell us the objective and the response route, and we can help you decide between them.
Folded self-mailers
A sheet folded to a mail-ready size, with the address and postage panel on the outside and the message revealed as it opens. Fold style and the size of the finished piece affect both the reading order and the postage format.
Self-mailers with a response slip
A perforated panel can be torn off and returned as a donation form or order slip. Plan which panel the reader keeps and which goes back, and make sure the return portion carries any data the reader should not have to rewrite.
Enclosed appeal packs
An outer envelope with a personalised letter, response form and reply envelope, plus any leaflet, raffle ticket or small gift. Every component needs to fit the envelope and the enclosing line, so design them as one pack.
Paper & finishes
A self-mailer travels through the post without protection, so the stock needs enough weight to survive handling and fold cleanly without cracking. Coated stocks show imagery well; an uncoated panel is easier to write on if the reader completes a form. FSC-certified stocks are available, and charities using them may qualify for Royal Mail's Sustainable Mail discount.
In an enclosed appeal pack, each component can have its own stock: a quality uncoated paper for the letter, a heavier card for a donation form, a lighter leaflet. Finishes such as lamination or spot UV are generally best kept to the outer or the leaflet, where they earn their place.
Folding, perforating and enclosing
Self-mailers are folded and perforated in-house. Our Heidelberg Stahl TH66 and MBO B30 folders include perforating and scoring, so a tear-off response slip can be added in the same pass as the fold. Tell us which panels must be visible first so the fold supports the reading order.
Appeal packs are enclosed on our three Buhrs lines, each with 4-way Taurus camera matching and a Driver Southall checkweigher. Camera matching verifies that each personalised letter is in the right envelope with the right form, which matters when the ask amount or donor reference differs on every pack.
Litho or digital printing?
Personalisation is what lifts most appeals. Our digital and inkjet presses can print names, donor references, last-gift amounts and ask strings, QR codes and barcodes on each piece from your data. A common route is to print the colour shell on litho and add the variable content digitally afterwards.
Our data team prepares and cleanses the file before printing, so the right ask goes to the right supporter. For short test cells, different versions of a pack can be printed digitally side by side to compare response.
Mailing & trade print
We prepare qualifying UK mailings for Royal Mail Mailmark sortation in-house, and send Irish mail through An Post. Charity appeals that meet HMRC's criteria may also benefit from VAT-exempt production; our team can guide you through the eligibility requirements.
Self-mailers need to meet postal format requirements for size, fold and address placement, so check these before artwork is finalised. We can review a mock-up or a PDF and flag anything that could affect the postage tariff before printing.
Helpful guides
All guides
Charity Appeal Pack Checklist (Free PDF)
Every component of a charity appeal pack plus the data, Gift Aid, Code of Fundraising Practice and postage checks, with a free printable checklist.
Read the guide
Letter vs Postcard vs Self-Mailer: Choosing a Format
Which direct mail format suits your message? Letters, postcards and self-mailers compared on response, cost and postage.
Read the guideFrequently Asked Questions
Have a print specification in mind?
Tell us about the format, quantity, artwork and how you plan to use the finished piece, and we will come back with a recommendation and a clear quote.
- Print, data and mailing under one roof in Keighley
- ISO 9001, ISO 14001, ISO 27001 and FSC certified
- Royal Mail Mailmark and PostAim (Ireland) mailings
- Family-owned and producing since 1980