Everybody likes packages; the anticipation of what’s inside, especially when it’s unexpected, creates an irresistible urge to rip that package open. In the world of the direct marketing, getting recipients to open what we send is job one.
For your next campaign, consider trying something called “lumpy mail.” Defined by the USPS as “mail that isn’t flat,” lumpy or dimensional mail produces higher response rates than regular flat mail and generates great word of mouth buzz.
One seasoned direct marketing professional encourages this kind of “outside the envelope” mailing.
“Creating immediate interest is critical in designing a successful campaign,” says Becky Quinlan, Direct Marketing Manager at Allegra Network. “Lumpy mail engages, starts conversations and gets noticed.
“With advances in digital printing technology and production,” Quinlan continues, “marketers can now create some truly unique mailings without breaking the budget.”
Some of our favorites include:
- A large plastic egg filled with candy and a call to action
- Self-mailing “messages in a bottle” announcing a marina open house
- Sample-size bags of coffee to promote an afternoon webinar
Want to try a lumpy mailing? Keep in mind that your list is more critical than ever in these campaigns. Make sure your mail is personally addressed to actual decision makers; you are investing extra time and expense with this campaign. The tighter the list, the better the payoff. And take the Postal Service’s advice to build extra time into the schedule for anything that’s out of the ordinary.
