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More Effective Direct Mail? Make It Lumpy!

By May 7, 2014May 22nd, 2014Marketing Strategy

I am a fan of “lumpy” direct mail as long as it is part of at least a 12 month contact strategy. Lumpy mail is something three dimensional and mailed in an envelope that can be used every 3rd or 4th mailing; not every time. The photo above is an example or lumpy direct mail that I received in the mail the other day. It is from a pen company. They used an over sized envelope, had fake handwriting and it had a pen in it. The “Word of Advice” was intriguing and the order form was personalized and I did not need a credit card. A perfect lumpy direct mail piece.

The whole idea of mailing your sphere of influence is the 4 R’s:

  1. Reactivate dormant clients
  2. Retain clients
  3. Build Referrals
  4. Build repeat business

What kind of lumpy mail?

  • Postcards with restaurant directories (add a plastic fork)
  • Memo pads
  • Personal memo pads (with their name on it)
  • Carry All Tote Clip
  • Keychains
  • Calendars
  • Newsletters (add a plastic monopoly house)
  • Market Updates (add a pen)
  • Magnifier (rectangular credit card size)
  • Area map (free from City Hall or Visitor’s Bureau sometimes)
  • Tickets to an event
  • Keychain token for unlocking grocery carts
  • 9 volt battery for smoke detectors (check with the post office first)

You get the idea. People appreciate the time and effort you put into the mailing and the next time someone mentions real estate or your industry, BAM, your name comes to mind.