The benefits of lumpy mail
According to a recent study, direct marketing is the most effective form of marketing, with a 5% response rate, compared to
the regular 0.2% response rate from email marketing. The term ‘lumpy mail’ defines itself and is a marketing technique
where a large lumpy letter is sent to a potential new customer, in hopes of bringing in new sales.
Lumpy mail is one of the best marketing options for reaching new prospects and customers and boosting sales. Adding a 3D
object to a letter brings a new level of attention to customers eyes and help to increase response rates. Mail is determined
‘lumpy’ anytime an object stands from a flat letter. This is beneficial for two reasons. Having an object inside of a letter,
makes them to harder to stack and include in your ‘junk’ pile to throw act. The other being, the added level of curiosity as
it is something unexpected arriving, without any intention.
What is lumpy mail?
Lumpy mail is a term used to describe a form of direct marketing, which includes sending out a mailer to new and potential
customers including; a brochure, postcard and a sample of one of the services you offer such as an engraved pen, which
makes it ‘lumpy’ mail. Depending upon the budget you have and customers you are targeting, will affect the items you can
include. If you are wanting to stick with a basic budget, pens, to-do lists and bookmarks are the best option. Other forms of
branded merchandise that are useful, include; desk planners and diaries.
So what exactly is lumpy mail? As the name suggests, it is a type of mailer that stands out from others by being bulky or
oddly shaped due to the contents. If you receive lumpy mail in the post, you will most likely have enquired about something
with that business prior, and they are hoping to win you over and increase their sales. This kind of mail is hard to ignore,
which is exactly the point, and creates the feeling of excitement and anticipation.
How is lumpy mail used in marketing?
Lumpy mail adds an extra personal touch to your sales and marketing, helping to bring in more customers and sales. The
idea behind lumpy mail is to catch people’s attention and draw them in, rather than sending out a regular letter. Including a
bulkier or heavier item, means that the recipient is extra curious and more likely to open it. After all, everyone loves a freebie.
Whilst some items work better than others, the main focus is the grab the attention of new customers. This is done through
using promotional merchandise. Pens, USB sticks, magnets, to-do lists and bookmarks are upon the most popular items
used, as they are cost effective whilst working as attention grabbers. Whichever items your choose, it’s key to make sure they
are related to your business, the services you offer and the message you’re wanting to portray.
Lumpy mail examples
Keeping it small will allow you to save on costs throughout the business. Changing the size of the items included, will allow
you to get more attention due to it being unique and eye catching. A brochure is a must when it comes to direct marketing. A
brochure allows you to give your customers a full insight into what you have to offer and a visual representation of your
previous work. In regards to the ‘lumpy’ aspect of this mailer, it is dependant upon the cost. Often businesses will include
pens, to-do-lists and bookmarks as they are cost effective and still capture customers attention.
It is important to keep the promotional merchandise aspect of the lumpy mail, relative to your business. If you are in the
hospitality industry, you wont benefit from sending out merchandise such as; desk planners and diaries. If you specialise in
producing custom and personalised goods, items printed or engraved with your branding and logo will be most beneficial as
they are increasing your brand awareness whilst portraying what services you have to offer.
