Sappi North America Unveils New Marketing Resource, ‘The Five Second Rule’ Supported by Sappi's Line of High-Quality Web Cover Grades for a Flawless First Impression

Newest promotional piece highlights importance of capturing customer attention through impactful direct mail

BOSTON – (November 1, 2017) – Sappi North America, a leading producer and supplier of diversified paper and packaging products, has revealed its newest promotional resource for brand managers, “The Five Second Rule”. With only five seconds to convince a customer to read a piece of direct mail, first impressions are critical. Printed on Sappi’s multiple web cover grades, Opus and Somerset, the kits come in a stunning exterior envelope, designed to illustrate direct mail’s ability to instantly stand out and create a memorable experience so that consumers are driven to take action. Inside, readers will find inspiration for making collateral that resonates with four unique direct mail examples.

Direct mail is the preferred method of brand communications for consumers aged 18-34[i], with marketing representing more than half of the total mail volume in the U.S.[ii] Together, these figures illustrate the immense need for businesses to employ thoughtful, targeted and high-quality direct mail campaigns that will stand out.

“Making direct mail impactful comes down to three key things: design, copy and paper,” said Patti Groh, Marketing Communications Director, Sappi North America. “This kit is important, because it demonstrates to marketers that the first thing prospective customers will notice about their piece is the way that it feels in their hands. High-quality printed materials tend to linger on the kitchen counter far longer than marketing materials printed on standard paper, ensuring a lasting impression on the consumer.” Sappi’s web covers are engineered to provide this lasting impression at a lighter weight, delivering savings for brand managers over time.

Each direct mail piece in the kit exemplifies a different focus, including versatility, surface quality, style, yield advantage and postage cost.

Sappi North America offers the broadest range of web cover options in the industry. Opus PS is a paper designed for direct mail - with superior glueability, fold-ability and caliper guarantees for predictable postage costs. Our latest addition for the direct mail market, Somerset 9pt cover offers an 8 percent yield advantage over the competition.

To receive a copy of The Five Second Rule, request a sample here:

To learn more about Sappi North America, visit our new global website today at


About Sappi North America

Sappi North America, headquartered in Boston, is a market leader in converting wood fiber into superior products that customers demand worldwide. The success of our four diversified businesses – high quality Coated Printing Papers, Specialised Cellulose, Release Papers and Specialty Packaging – is driven by strong customer relationships, best-in-class people and advantaged assets, products and services. Our high quality Coated Printing Papers, including McCoy, Opus, Somerset and Flo, are the key platform for premium magazines, catalogs, books and high-end print advertising. We are a leading manufacturer of Specialised Cellulose used in a wide range of products, including textile fibers and household goods, and one of the world's leading suppliers of Release Papers with our Ultracast, PolyEX, Classics and Neoterix lines for the automotive, fashion and engineered films industries. Our Specialty Packaging products, such as LusterPrint and LusterCote, represent an important asset in the food packaging and labeling industries. Customers rely on Sappi for high technical, operational and market expertise; products and services delivered with consistently high quality and reliability; and, state-of-the-art and cost-competitive assets and innovative spirit.

Sappi North America is a subsidiary of Sappi Limited (JSE), a global company headquartered in Johannesburg, South Africa, with more than 12,000 employees and manufacturing operations on three continents in seven countries and customers in over 150 countries around the world. Learn more about Sappi at:


[i] USPS Postal Facts 2013

[ii] The Direct Marketing Association