Rectangular Folded Cross: For Year-End (or New Year) Marketing

Part of Smartpress’ exclusive Designer Folds collection, the Rectangular Folded Cross takes mailers, brochures, invitations and more and turns them into distinct, impressive, show-off-able pieces of art. Suddenly the everyday becomes exciting, the normal becomes notable, the usual becomes unique.

Which is exactly what you want as the year winds down or starts up. With four panels that open to create a classic cross shape, the Rectangular Folded Cross is the creative mailer to give any campaign or event that all-important final boost.

Think nonprofit fundraising appeals, custom invites for holiday parties and company galas, brochures with service specials that begin in the new year. They’re all occasions that require more than your average advertising. You need a folded mailer that’s interactive, can carry inserts like RSVP cards and offers plenty of room to promote. You need the Rectangular Folded Cross.

Hint: Have questions about Designer Folds? We’re the online printing shop with the answers: Designer Folds FAQ.

Smartpress’ online printing services give you tons of custom options, so creating your unique direct mailers is easier than counting down to the ball drop. We’re talking premium paper stocks – both coated and uncoated – plus, text and cover weights to design the perfect look and feel.

But that’s not all. Your message calls for pulling out all the stops, so you get to explore gloss and matte UV coatings, variable data printing to personalize each marketing brochure or invite and our Versions feature, which lets you print multiple Rectangular Folded Crosses with different content in the same order.

And since it’s a race to the finish, we ensure you win with streamlined addressing and mailing services. Did you know the Rectangular Folded Cross can be mailed with or without an envelope? If you’re worried about postage, there’s no need. Unlike square mailings, rectangular self-mailers don’t require extra for hand-sorting. (More on mailing from Witkowski below!)

Hint: Not sure how to personalize your direct marketing mailers? As a full-service online printer, we’ve got ideas and recs right here: Variable Data Printing: How to Personalize Your Marketing.

What do you like most about the Rectangular Folded Cross? What makes this fold so impactful?
“This fold is impactful in two ways: appearance and cost. Appearance for obvious reasons, it makes a plus shape when it’s open and offers a very cool content reveal. Cross folds are always a showstopper, in any shape or proportion.

“But how about a fold that impacts your budget in a positive way as well? The Rectangular Folded Cross is produced in a mail-friendly proportion, which means it will not require extra postage to mail. This is a really important detail because cross folds are most commonly designed in a square proportion.

“Square mail gets an automatic surcharge for hand-sorting. It adds a lot of cost, which is fine if you have it, but if you’re looking for a way to send a really great format while not overspending on postage, the Rectangular Folded Cross should be on your list of contenders.”

What are some ideas for how to use it for the holiday season, year-end or New Year needs?
“It’s a great choice for holiday and New Year mailings because it’s a format that does well with light content. The panels start by layering on top of each other and peel away one at a time, which is really nice for building on a message that ends with the center panel.

“It’s also great with bold color, full-bleed photos, holiday illustrations and patterns. You can make it as content-light as you want – it’ll still make a stylish impression.”

What advice or tips do you have for designing print for the Rectangular Folded Cross?
“There’s flexibility in the order you’d like the panels to fold in. Just be sure to communicate the order to the team at Smartpress, otherwise they’ll fold it to match the gif on the product page.

“I always recommend making a mini mockup. Shrink it down, cut it out and fold it. Designing for a format that has panels folding in from all four sides means there are critical directional decisions in the layouts, and if you have crossovers or text aligning across panels, it all needs to be checked.”

How do design tips for this format differ from that of the Square or Star Folded Cross?
“If you’re looking at the Rectangular Cross Fold, you’re likely evaluating the Square Folded Cross and the Star Folded Cross, too. Square and rectangle crosses are very similar, which makes the overall design decisions similar as well, so for these two, it really comes down to budget. Do you want to self-mail and save on postage or are you fine with the cost of envelopes and the hand-sorting surcharge?

“The Star Folded Cross requires greater consideration based on concept and content. The perimeter shape of a star and the pocket-like fold-up panel are truly distinctive. It’s a wow format with decorative, angled panels that aren’t designed to hold a lot of content. However, it’s great for product announcements, holidays, events and more. The question is, does it work for your brand and design?”

What are some insert ideas to make this a carrier (e.g., business cards, RSVPs)?
“Cross folds of all shapes and proportions are great carrier formats, so that’s always something to think about when you choose this folding style. The easiest thing to do is choose a simple rectangular insert that is slightly smaller in both directions so that it fits in the interior cavity.

“However, you could put a response card and an A1 envelope inside, a custom-shaped insert, a business card or even a sticker or window cling.”

What tips do you have for a smooth mailing process? When do you recommend an envelope vs. self-mailing?
“Working with Smartpress and staying within the layout guides they provide for the Rectangular Folded Cross, you’re not going to have any of the usual types of costly mistakes that can happen due to errors in proportion or size.

“So for a smooth mailing process, it really all comes down to your mailing list. Make sure you provide it early and in the right format so the production team can ensure maximum deliverability.

“Regarding envelope vs. self-mailing, this one is sometimes driven by budget, sometimes by personal choice. An envelope is protective, but it has to be opened, so make it eye-catching. Special formats often go into clear envelopes for an extra boost of intrigue.

“After all the effort and care that goes into the concept, art and printing of a Designer Fold, my instinct is usually to protect it, but there’s nothing wrong with self-mailing either. Do what works for you and your budget.”