Endless Fun with Direct Mail

We all know that if your mail piece does not get looked at, it is not going to be effective. One way to ensure engagement is by making your direct mail interactive and entertaining. Endless folds take a traditional folded piece and transform it into a captivating experience. These go beyond visual stimulation by requiring recipients to touch and manipulate the piece, sparking curiosity with each turn of the fold.

By "endless fold," we mean that your customers or prospects open the first set of folds, which then leads to the next, and then the next, creating a cycle of discovery. This format is difficult to visualize, so check out this video demonstration: Endless Fold Example.

Why Use Endless Folds?

Endless folds offer a unique way to showcase your product or service, ensuring your piece stands out and is remembered. Because this format is uncommon, it creates a strong impression and is often shared with others. Most recipients will go through the entire set of folds multiple times because of its fun and curious nature. This level of physical interaction is not possible with digital marketing channels, making it a perfect complement to your multi-channel marketing strategy.

Benefits of Endless Fold Direct Mail:

• Higher Engagement: Recipients physically interact with the mail piece, leading to deeper brand recall.
• Cost-Effective: Less expensive than dimensional mailers while still offering a unique experience.
• Increased Shareability: People love showing interactive mail to others, extending your message’s reach.
• More Space for Messaging: Each fold reveals new content, allowing for a progressive storytelling approach.

USPS Incentives for Interactive Mail

The USPS continues to offer promotions to encourage innovative direct mail designs. The Tactile, Sensory, and Interactive Mail piece Engagement Promotion provides mailers with a discount on postage for qualifying mail pieces. This promotion runs February 1, 2025 through July 31, 2025 and rewards the use of elements such as:

• Special visual effects (e.g., holographic coatings, lenticular printing)
• Sound, scent, or textured materials
• Interactive features like pop-ups, infinite folds, or moving parts

For the most current USPS promotions, visit USPS Promotions.

More Folding Options to Consider

Not sure if you're ready to try endless folds but still want to experiment with new formats? Check out these creative folding techniques: Fold Factory’s Direct Mail Options. Many marketers overlook the power of innovative folds, so standing out can give you a competitive edge. Talk with your mail service provider to explore the best layout options for your campaign.

Final Thoughts

Interactive direct mail, such as endless folds, is a proven way to increase engagement, brand recall, and response rates. By integrating this with digital marketing and leveraging USPS discounts, you can maximize your marketing impact. Don't be afraid to try something new — your next campaign could be your most successful one yet!