We have talked about how different types, sizes and shapes of envelopes can increase the effectiveness of a direct mail piece. We have also shared other tactics that could help you improve the results of your overall direct mail marketing campaigns.
But there’s one direct mail technique in particular that we use that always seems to increase the response rates for our clients. We call it lumpy mail. Lumpy mail is simply an envelope that contains something three dimensional. This odd shape and feel makes opening the envelope hard to resist by the recipient.
For example, every few months we all get that pen in the mail from a company who wants our business. Each time, we can tell it’s another pen. We don’t really need another pen. But we simply can’t toss that envelope into the wastebasket. That’s the power of the lumpy envelope.
You can get very creative with lumpy mail. Pick a theme, an item that always brands your company, a piece of hard candy, or how about a pen? Just about anything could work. And best of all, it’s a very inexpensive way to get your standard envelope opened.
No matter which enticing lumpy mail option you choose, make sure whatever you send has some value and relevance to your message, your brand and your audience. Demonstrate that you aren’t going to waste their time, even when jumping through hoops to get their attention.
Until next month…
