When many people think about direct mail marketing…they think about mailing postcards.
You won’t have to limit yourself to this mindset after reading this article.
There’s no doubt, direct mail still works, and can still be effective for your business, even in letter or postcard format. In fact, a properly conducted multi-mailer postcard or letter campaign to a targeted list of people can produce results that are solid enough to funnel leads and sales into any business.
But that isn’t the only option for direct mail.
In this article, we are going to provide a short primer on “lumpy” mailers.
Lumpy mail breaks through the “ice” of traditional direct mail by surprising your recipient with an unexpected gift, a humorous approach, or other “lumpy” piece that is mailed to your target audience.
(You can even mail watermelons)
Now, this approach is not something you would want to use for ALL of your direct mailings because of its expense and a little bit more “hassle” putting a lumpy mailer out ther. But lumpy mailing most certainly can be added to enhance the response you get from a properly constructed, targeted and operated direct mail campaign.
And the response you get typically reflects its unique nature.
One of the keys to direct mail (which you probably already know) is you have to get your message opened immediately…or your message is never delivered.
So, one of the old lessons with direct mail is when people go to the mailbox, they sort their mail into 3 piles…an A, B, and C pile:
C – pile = mail ends up in the circular file, or the trash. Message never even read. Most poorly done commercial mailings end up here, but sometimes, it’s out of your control.
B – pile = this is the “I’ll think about it” pile. Messages that are interesting, but not interesting enough to open right then and there. For most commercial messages, this is the Twilight Zone.
A – pile = this is the “golden pile.” These are the mail pieces someone takes to a table and opens right away…reading the message inside. This is the pile that “lumpy” mail typically gets to, unless you send the wrong kind to your audience (more on that in a bit).
Most people are naturally curious, so lumpy mail gets their attention to find out “what’s inside”, or, if there is no “inside” to the mailer, they read your message. This increases the number of people who read your message, and therefore increase the number of people who can respond.
If enough people respond to justify the cost of the mailing…you’re in like Flynn.
But Wait! There’s a common mistake people make when using lumpy mail…
Many people assume that just because they are sending a watermelon, stick of TNT (fake, not real), 8-track cassette, or whatever type of lumpy mail…that the mail itself does all of the work.
That couldn’t be farther from the truth.
The same methodology applies to lumpy mail as does regular postcard mail.
Message to market match.
Even though lumpy mail sure does get attention, and sure can get your message read, it is more expensive than regular mailing…sometimes much more expensive. So if you just mail out a $2 – $10 (and sometimes more) per-piece mailing to a bunch of random people, you’re not going to get the response you would hope for.
The standard rules apply, even to lumpy mailers…
You must mail to an audience which is open to receiving your type of offer. For example, people with good credit and solid income probably aren’t going to need credit assistance, are they?
So you have to source a list of quality leads to mail to.
Some resources you can check out along these lines…
→Info USA (http://www.infousa.com)
→USA Data (http://www.usadata.com)
With a Google search you can find lists as well, but be careful to check out who you’re buying the list from… http://lists.nextmark.com/market;jsessionid=D0A37B29AB59D8575184B63407A14CE9?page=order/online/datacard&id=243215
Obviously, you also want to have a good idea of “who” you want to mail to, as best as you can profile your ideal mail recipient, then source a list as closely as you can to fit that profile (no list will be 100% perfect).
After you have a targeted list, then you start your mailing. Of course, just sending one mailing to any list, even a targeted list, isn’t enough, and there is a testing process for your offer etc… but that is for the next article.