Why this matters to marketers: packaging isn’t just protection in transit, it’s a branded touchpoint you can design, test, and measure like any other channel.

Michael Leander’s site centers on building marketing and branding strategy; this playbook shows how to treat the humble mailer as part of that strategy. 

1) When poly mailers are the right tool

Poly mailers are well suited to nonfragile products, especially apparel and other soft goods, because they’re lightweight, space-efficient, and don’t require void fill. For bulkier or delicate items, a box is usually better.

2) Brand and demand: design for shareability—and measure it

Branded packaging increases the chances customers share their unboxing on social channels. One study found 40% of online shoppers would share an image if the product arrived in branded packaging. That’s free reach you can trigger with design. 

How to make it measurable (no guesswork):

• Add a QR code that lands on a campaign URL with UTM parameters so scans are attributed to “packaging.”

• Test two designs for a month each and compare scan rate, repeat purchase rate, and review volume.

3) Cost & operations: why poly mailers can be cheaper to ship

1. Carriers price many shipments using dimensional weight (you’re charged on whichever is greater, actual or dimensional weight). Because mailers add minimal size and weight compared to boxes, they can help you avoid or lower DIM charges for suitable products. Always calculate both weights before you ship. 

2. For ecommerce teams, poly mailers are also moisture-resistant and quick to pack, which helps speed fulfillment; leading packaging suppliers note they’re designed with puncture/tear-resistant films to protect items in transit. 

4) Sustainability—what’s actually verified

• Recycled content (PCR): Using recycled plastics generally reduces embodied energy and manufacturing emissions versus virgin plastics (when material is already selected). This is why many sustainability frameworks encourage PCR content. 

• Recyclability of poly mailers: Many poly mailers are made from polyethylene (PE). In the US, clean and dry PE films are not usually accepted curbside but can be recycled via Store Dropoff programs when the packaging qualifies and is labeled accordingly. Check for the How2Recycle® “Store Dropoff” label and follow its instructions. 

• Labels matter: Paper labels/adhesives on plastic mailers can contaminate film recycling; How2Recycle notes mailers must meet specific criteria (including label considerations) to be eligible.

• Compostable options: If you choose compostable mailers, look for third party certifications. In North America, BPI certifies products that meet ASTM D6400/D6868 standards for industrial composting; TÜV AUSTRIA offers OK compost INDUSTRIAL and OK compost HOME certifications. Know that industrially compostable items require access to appropriate facilities. 

5) Bringing it together with CustomPolyMailers.com 

If you’re testing custom mailers as a brand channel, Custom Poly Mailers offers LDPE poly mailers with full color printing and will send a free visual proof before production.

You can also specify double adhesive strips to simplify returns. Minimum order quantity starts at 50 units for custom mailers—useful for controlled A/B tests. 

6) CMO checklist: how to run this like a campaign

1. Product fit check: Move only nonfragile SKUs (e.g., apparel) into mailers; keep fragile/bulky SKUs in boxes. Document the rule so CS and ops can follow it. 

2. Design brief: Use brand colors, type, and message hierarchy consistent with your site and ads. Add a QR to: a howto page, loyalty enrollment, or a reorder flow.

3. Instrument it: Create campaign URLs for packaging; track scans, repeat purchase rate, NPS/review volume, and UGC mentions (“packaging,” “mailers,” “unboxing”).

4. Shiprate modeling: For each SKU, compute actual vs DIM weight to confirm the shipping method that minimizes cost while meeting service levels. 

5. Sustainability governance:

   1. If choosing PE mailers, specify PCR content and request documentation; ensure the final design can qualify for Store Dropoff (e.g., film type and label approach). 

   2. If considering compostables, verify BPI or TÜV certification and whether your customers have access to appropriate composting options. 

Bottom line: for marketers, custom poly mailers are a legitimate brand channel you can brief, A/B test, and attribute, not just a cost center. Use them where they fit the product, calculate shipping precisely, and choose verified end of life pathways. Then measure the impact like you would any other campaign.