Tri-Fold Mailers: How a Pocket Changes Everything

Whether your marketing campaigns have gone stale or you’re building a brand new print strategy, direct mailers are a staple you can’t overlook. (They’ve been making a huge comeback since the pandemic!) As a premium online printer, we make it easy for yours to stand out with the Tri-Fold Pocket Mailer.

Part of our exclusive Designer Folds collection, our tri-fold mailers combine familiarity with flash, as a classic tri-fold format surprises with a curved pocket for additional materials. Its versatile format goes beyond a simple folded brochure. And with custom options like coated paper stocks and protective UV coatings, it feels as high-end as it looks.

But the star of the show really is the pocket. What’s the big deal with pockets? Just look at every woman’s reaction to a dress that has them. Our pocket mailer extends your marketing reach and blows your other direct mail ideas out of the water (we’re talking more than insert cards here, people).

With it, you get to do things like this:

• Design the tri-fold with product and service information and then include a business card or coupons in the pocket.
• Create invites for personal and corporate events with details and directions throughout the tri-fold. Then slip drink tickets and RSVPs into the pocket.
• Showcase your organization’s programs and highlights on each panel. Then fold a donor card into the pocket for prospective sponsors or volunteers.

With variable data printing, you can even personalize tri-fold mailers for each of your recipients for an extra special touch. And it will indeed stand out amidst all the other mail they’re receiving: When folded, it measures 10-1/2″ wide x 6” high. Boom. It just made it to the top of the “open now” pile.

What do you like most about the Tri-Fold Pocket Mailer? What makes this specialty fold so impactful?
Trish Witkowski: “What I love about the Tri-Fold Pocket Mailer is its form and function. This mailer could have had a straight pocket – but where’s the fun in that? It’s all about the curve, which adds style and a shape that’s exciting for a layout design.

“Speaking to its functionality, not all formats are carriers, and the built-in pocket offers capacity and protection. It makes for a really versatile format that can hold different materials for different purposes.”

What are some ideas for how to use creative mailers like this one?
“Since this is a pocket format, you definitely need to use the pocket to hold something interesting. Stitched booklets are great, oversized cards, tickets or event passes, response materials, surveys, a map or a folded brochure with a personalized letter.

“How about freebies like stickers, magnets or window clings? Make sure the payoff of what’s in the pocket really works with your concept and your design.”

What advice or tips do you have for designing tri-fold mailers for online printing?
“The user experience in this format is important to understand. The recipient can feel there’s something inside, so the unconscious behavior will be to get to that interior pocket as quickly as possible.

“That’s not to say the other panels don’t matter, but doing something bold and visual on the fold-in panel, rather than putting wordy, critical content there, will be important. The three-panel interior spread will get most of the attention.”

Do you have any tips or best practices for mailing these?
“Technically, the pocket can hold quite a bit of material, but just because it can, doesn’t mean it should. Beware of overstuffing the pocket and exceeding USPS weight and/or thickness requirements. These types of errors can lead to massive surcharges at the Post Office, but you can always ask your Smartpress rep for guidance!”

Hint: Smartpress’ online printing services include complete fulfillment like list acquisition, list processing, addressing and/or mailing. If you’d like to mail this one without an envelope, it must have three wafer seals/tabs.

What do you like most about the Tri-Fold with Tucked Cover? What’s an important design tip for it?
“The half-circle die-cut shape is great for highlighting a logo, graphic or symbol. There’s a nice moment of interaction when opening the tucked cover, too. The short trim on the cover panel provides a layered design, where the short cover and the fold-in panel share the same initial view. This format is great both horizontally and vertically oriented. It’s simple, stylish and interactive.

“Design Tip #1: This tip applies to even the simplest of formats but you’d be amazed at the layout mistakes that are caught when you make a mini mockup. Print the file in a reduced scale to get it onto one sheet with crop marks, then cut it out and fold it down. Things that may look right when laid out flat can be problematic once they’re trimmed and folded, anything from minor misalignments to bigger issues like content showing when it’s supposed to be covered by a short trim panel. It always pays to take the time to make a mockup.

“Design Tip #2: The half-circle die-cut tab virtually disappears on the interior spread when opened, especially if there’s a pattern or image over the die-cut area.”

Why do you think the tri-fold is such a go-to fold? Why is it consistently a smart choice?
“The tri-fold is the workhorse of print marketing. Versatile, protective, practical and surprisingly flexible. It can stand on its own or play a supporting role in a marketing campaign. I’ve seen so many variations of tri-folds across my career, from straightforward and simple to wildly creative.

“Even in the Designer Folds line at Smartpress, the Tri-Fold with Tucked Cover is a clever variation with a trimmed cover and strategic die cut. The Coupon Mailer is a tri-fold. The 6-Panel Mega Brochure has a tri-fold base. And of course, the Tri-Fold Pocket Mailer is endlessly versatile with the curved pocket on the fold-in panel. There’s a lot you can do with those three panels, for sure.”

Hint: Want to get up close and personal with the Coupon Mailer? Trish mentioned it for a reason: Coupon Mailers: How Direct Mail Advertising Still Works