Lumpy Mail: A Unique Way to Market Your Business
lumpy mail, also known as direct mail. While it may seem old-fashioned, this creative approach can be an incredibly effective way to market your business and engage with potential clients. But what exactly is lumpy mail, and how can it help your business grow? Let’s take a closer look.
What Is Lumpy Mail?
Lumpy mail refers to any direct mail piece that contains something tangible inside, creating a “lumpy” or bumpy feel when the recipient holds it. This could be a small gift, a promotional item, or any other object designed to capture the attention of the recipient. The idea is simple: when your potential client receives a piece of mail that feels different, they’re more likely to open it, making it a powerful tool in grabbing attention in today’s cluttered inboxes.
How Lumpy Mail Can Help Market Your Business
The biggest advantage of lumpy mail is its ability to cut through the noise. With people receiving countless emails and social media messages each day, direct mail is a more tangible and personal form of communication. Here’s how it can help market your business:
Increased Open Rates: The unique feel of lumpy mail automatically piques curiosity. When the recipient feels something inside the envelope, they’re much more likely to open it and see what’s inside.
Personal Connection: Lumpy mail gives you the opportunity to add a personal touch. Whether it's a handwritten note or a small gift, these items show thoughtfulness and care, which can strengthen relationships with clients.
Higher Engagement: Including a physical item makes the recipient more engaged with the mail. Whether they keep the item or use it, it can leave a lasting impression on your brand.
Memorability: In a world filled with digital noise, it’s easy for a simple email or social media post to be forgotten. But physical mail, especially when it contains a unique item, can make your brand stand out in the recipient's mind.
Using Lumpy Mail to Land Key Clients
One of the most powerful uses of lumpy mail is in landing key clients. It’s an excellent way to show potential clients that you’re willing to go the extra mile. Here’s how you can use lumpy mail to win business:
Targeted Approach: Research your key clients and tailor your direct mail campaign specifically to their needs. For example, if you’re a content marketing agency, you might send a potential client a branded notebook with a handwritten note offering your services.
Value Proposition: The key is to give something valuable that resonates with your audience. Whether it’s a custom item related to their business or a small gift that helps them with a specific problem, make sure it aligns with their interests or challenges.
Follow-up Strategy: After sending the lumpy mail, follow up with a phone call or email. Mention the item they received, reinforcing your message and offering further information about your services.
Techniques to Stand Out with Lumpy Mail
To ensure your lumpy mail campaign stands out, consider these techniques:
Use Unique Packaging: Make your envelope or package stand out by using bright colours, unusual shapes, or textures. A plain envelope will likely be ignored, but an interesting package will grab attention immediately.
Personalise the Experience: Personalisation goes beyond just adding the recipient’s name. Customising the item inside based on their interests or business needs can make a huge difference.
Be Creative with the Contents: The item you include doesn’t have to be expensive or elaborate. Small but thoughtful items—like branded office supplies, free samples, or custom coupons—can go a long way.
Incorporate a Call-to-Action (CTA): Whether it’s inviting the recipient to schedule a meeting, visit your website, or redeem a discount, make sure your lumpy mail includes a clear and compelling CTA.
Facts About Lumpy Mail/Direct Mail Success
Several studies support the effectiveness of direct mail in today’s marketing landscape:
Higher Engagement: According to the Direct Mail Association, direct mail has a response rate of 4.9%, compared to just 0.6% for email marketing.
Better ROI: Direct mail can offer a higher return on investment (ROI) than other forms of marketing. Some studies show that businesses can see an ROI as high as £29 for every £1 spent on direct mail.
Key Things to Note About Lumpy Mail
While lumpy mail can be highly effective, there are a few things you need to keep in mind:
Cost: Direct mail can be expensive, especially if you’re sending high-quality or bulky items. Make sure your campaign is well-targeted to ensure you get the best return on your investment.
Audience: Not everyone responds well to direct mail. Make sure your audience is likely to appreciate physical mail and that the item you include is appropriate for them.
Follow-up: Direct mail should never be a one-off effort. Always have a strategy to follow up with recipients, either through phone calls, emails, or social media engagement.
Examples of Successful Lumpy Mail Campaigns
Ben & Jerry’s: The ice cream company sent lumpy mail to influencers and press contacts in the form of a small package with a pint of their latest flavour. This generated buzz and helped them secure media coverage.
B2B Marketing Agencies: Some marketing agencies have sent lumpy mail in the form of branded desk toys, puzzles, or other fun items to break the ice with prospective clients. These items are often accompanied by a creative note that ties back to the agency’s services.
Luxury Brands: High-end brands have used lumpy mail to send personalised gifts, such as monogrammed leather goods or samples of exclusive products, to top clients. These mailers often come with a carefully crafted letter from the brand's founder or creative director.
Conclusion
Lumpy mail is a creative and effective way to stand out in today’s cluttered marketing world. By adding a tangible, personal touch to your direct mail campaigns, you increase the chances of grabbing attention, building stronger client relationships, and landing key clients. When used effectively, lumpy mail can help you take your business marketing to the next level. So, why not give it a try and watch how it can transform your customer outreach?
If you're looking to implement lumpy mail for your business, PRINTFOLD can help create memorable and impactful mailers that make your business impossible to ignore! Contact us today to get started