When people think of “high-impact” print, their minds often go straight to bulky, dimensional formats. But dimensional comes in many forms, and it doesn’t always mean big, heavy, or complex.

At our Company, we define high-impact print as any design that leaves a lasting impression and adds a sense of dimensionality, even if it ships flat or tucks neatly into an envelope. The Exploding Page direct mail format is the perfect example.

At first glance, it appears simple and flat. But open it, and the magic happens — the piece unfolds to expand its original size, creating a dramatic “wow” moment for the recipient. It’s an experience that turns a routine interaction into something memorable.

Why We Love the Exploding Page Mailer

The appeal goes beyond its visual surprise. The format offers:

  • High impact at a lower cost – It ships flat, making it more economical than bulkier dimensional pieces.
  • Ample real estate for storytelling – Once expanded, the mailer offers a large canvas for messaging, visuals, and calls-to-action.
  • Versatility – It works across industries, from agriculture to higher education to healthcare.

Here are some creative ways brands have used it to drive results:

Väderstad Delivered a Special Offer

Agricultural equipment manufacturer Väderstad used the Exploding Page to promote a 10% customer discount. When opened, the mailer expanded dramatically, revealing product details and bold, engaging imagery. This format allowed them to deliver a compelling offer quickly, at scale, with a design that felt as dynamic as the machines they sell.

Higher Education Recruitment Campaigns That Stand Out

Asbury University mailed prospective students a vibrant piece that nearly doubled in size when opened. Colorful imagery and unique die-cuts made the content engaging and memorable.

Sul Ross State University wanted an enrollment boost — and got it. Their piece showcased campus life in an expansive photo gallery. The result? A 26% increase in applications over the previous year, plus a reorder of 10,000 additional mailers later in the year.

Chiesi USA Launches a New Product

Global pharmaceutical company Chiesi USA used the Exploding Page to introduce their Ferriprox medication and invite physicians to a virtual expo. The front cover presented key safety and indication details, while the expanded interior featured striking visuals to reinforce their message.

JARDIANCE® Exploding Page Mailer

Eli Lilly and Company chose the exploding page design to send educational material about its JARDIANCE® medication to physicians. The mailer was also used to highlight key milestones of the medication in Canada. When you open up the mailer, it triples in size which allowed ample space for imagery and key information about the medication.

Conclusion: Big Impressions, Smart Budgets

The Exploding Page proves that delivering major impact doesn’t have to mean spending big on bulky mailers. By combining a flat, cost-efficient format with an engaging and unexpected unfolding experience, it captures attention in a way that’s both memorable and measurable.

In today’s marketing landscape, where standing out is everything, the element of surprise can be just as valuable as size. Whether you’re recruiting students, promoting a special offer, or launching a product, the Exploding Page is a smart way to create an immersive brand moment that lives on a recipient’s desk, and in their mind, long after the envelope is opened.

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