March 15, 2018

Dimensional or “bulky” mail has a much higher open rate than other types of mail pieces because end users are curious about what is inside the package. Let’s take a closer look at a recent dimensional mailer from National Pen Company.

Format: The mailer consisted of a 6” x 9” outer envelope, an 8.5” x 3.5” buck slip, an 8.5” x 14” letter with an order form attached, a business reply envelope to mail back the order form and a custom-made insert that held a sample pen.

Ritter’s Direct Mail Piece of the Week: National Pen Company

Design: The letter was basic and printed in black and purple inks. The buck slip was full color on both sides and showed some of the pen color options. The real star of the show was the custom-made insert which even had National Pen’s name and website embossed into the background. The insert was specially made to have a pen lay flat in the mail.

Printing & Paper: There were no special printing techniques used, the stock was heavy enough and it arrived in good condition.

Presentation: The best part! Love the bulky package and who doesn’t like a free pen?


Ritter’s Direct Mail Piece of the Week: National Pen Company

Purpose: National Pen is using this piece to drive sales either online, by mail, or by fax or phone.

Offer and Key to Action: The offer was well presented, relevant and valuable. National Pen included a sample of the actual pen they were looking to sell and they imprinted it with our company information. The offer was to order 50 qty. for $0.59 each (other quantities were also available). The expiration date was clearly stated as well (Valid for 30 days) which made the call to action timely by adding a sense of urgency.


Ritter’s Direct Mail Piece of the Week: National Pen Company

Digital Technology Integration: None. One suggestion would be to include a QR code that would take the end user directly to an order form.

Personalization: National Pen did a great job – the pen had Ritter’s contact information on it so it was very personalized. The end user would be able to see exactly what their order would look like.


Overall the dimensional aspect of the mailer made me open the package. The unusual insert and pen kept my attention.