Lumpy Mailers Get Noticed

Direct mail is a great way to break through the clutter of e-mail overload, internet pop-up ads, and television commercials that are often skipped through TiVo. A great way to add a creative twist to your direct mail messaging is by sending lumpy mailers.

By plumping up your direct mail pieces, they are more likely to get noticed, opened, and remembered. If you receive a pile of mail mixed with bills, credit card offers, and a bulky envelope or package, which will you open first? Lumpy mailers are engaging because everyone loves receiving gifts, and human curiosity will drive the recipient to wonder what’s inside. When it comes to getting someone’s attention, there are few better ways than sending them a curiously shaped package in the mail.

Here are a few ways to ensure your next lumpy mail campaign is a success:

• Send to a quality list. The more targeted your list and familiar the recipients are with your business, the higher response rates because they know who’s sending it.
• Clearly identify your business. People may be cautious to open an unmarked package, so be sure to identify your business with your logo and business address.
• Craft your message to keep the recipients’ attention after the package is opened. Try a hand written note with a professionally printed brochure that clearly explains what product or promotion you are advertising, and include a call to action which will also enable you to measure the effectiveness of your direct mail piece. Or consider sending a series of mailings that reinforce your company’s identity through repeat exposure.
• Send an item relevant to your campaign messaging. For example, a flashlight could be sent with a campaign that ensures your company will light the way… send a can coolie to tell prospects to keep their cool since your business will handle their business stress, etc. Other basic items include logo pens, key chains, pencils, magnets, rulers, notepads, calendars, etc. They key to effective lumpy mail is to tie your gadget or promotional item in with your marketing message.
• Experiment. Try a test run if you’re not sure how your bulky mail will go over with recipients. Instead of sending your item to 1,000 people, try sending it to 10 or 100 and check your results. Also be sure to send the same item to your own company to see how it will make it through the mail system.
• Get ready for results. Make sure your staff is prepared for additional calls, e-mails, and web traffic. Ensure your trade show booth has adequate staffing to spend quality time with prospects who show up as a result of your mailing. If a prospect gives your company a chance, don’t drive them away with inadequate service or slow follow-up.
• Follow-up. Whether you send a follow-up mailing, call, or e-mail, it is crucial to follow-up with your target audience and offer to answer any questions, provide additional information, etc.

Before launching your lumpy mailer campaign, bring a sample mailing to the post office to be sure it fits postal regulations. Since scanners read addresses and mail is handled by machines whenever possible, it can sometimes be tricky putting an irregular-shaped object into the mail. There are postal regulations on exactly what can be mailed and how, and rates change based on shape and concept. While postage will likely cost more for a lumpy mailer, you can rest assured that it will be a great way to stand apart from your competitors and be remembered.

If you’d like ideas on how to create a direct mail campaign that will get opened, stop by today! We can help you develop ideas and create messaging and mailing materials that are sure to get your company noticed.