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Email Marketing Information |
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Lumpy Mail Gets Your Message Through
When it comes to your gravy, lumps are bad. When it comes to getting your marketing message through the mail room, past the gate keepers, and onto your buyer's desk, lumps are just the ticket. I love direct mail for small business marketing and I'm particularly fond of something I call "lumpy mail." Lumpy mail is a direct mail piece or package with some dimension to it. A box is lumpy mail. A balloon arrangement, a kitten, a hoola hoop. You name it. The point is you just can't ignore a piece of lumpy mail. It's getting harder and harder to get your message through all of the advertising clutter so sometimes you need to up the ante and make a real statement. A lumpy mail package screams notice me, open me. A lumpy mail campaign can give your marketing message center stage attention. Of course, you've still got to deliver the performance. But half the battle is finding an audience. How to run a lumpy mail campaign Go to your core marketing messages. You core point of difference or benefit. The primary things you promote when you want to tell your prospects why they should hire you. Now think of some unique items, trinkets, or packaging that you can use to help communicate your point. We'll jump through hoops to get your business - the hoola hoop. We're the key to your success - a box of keys. We provide total solutions - a box of Total brand cereal. We've got the tools to help you get the job done - a box of play tools. It's very important that you can create a very strong image and metaphor for the message you are trying to communicate. Repetition Like any good direct mail campaign, repetition will improve your results. I usually suggest looking at three installments in your campaign. If done correctly this will usually leave the recipient eager to perform whatever call to action you request at the end of the campaign. A building series A very powerful way to construct your campaign, particularly if your audience is not too familiar with you, is to create your three pieces in a story fashion. Each piece builds on the last and delivers an integrated message. You can use this method to build intrigue. Many times I will send the first piece in a lumpy campaign without a company name, logo, or return address. Generally, I will imply that there is more to come. The impact of this technique can be pretty strong. In some cases your prospects will actually look forward to getting the next piece. People love a good mystery. The Call to Action Like any marketing campaign, decide what you want the final outcome or call to action to be and deliver it in the last piece. If you want them to call your office, take your call, visit a website, attend a workshop, make it painfully clear what the price of the game has been. I've actually had clients tell me that prospects who wouldn't even return their phone calls, eagerly made appointments and sometime still displayed the items they were sent throughout the campaign in their office. People don't get this kind of attention from much in their lives and they want it. More than ever your prospects crave two things - content and contact. A lumpy mail campaign had the potential to deliver both with a bang. (careful with too much auditory impact) How Much For Those Lumps A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing so its important for you to consider two things when you are designing yours. How many clients you can serve and what the lifetime value a new client has to your business. Most small businesses only need a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw the kitchen sink at them and watch your appointment rate soar to about 70%. If you are in a business that sells a one time $19 product then you can't really spend to much to acquire a new client but if your business can generate thousands of dollars from a long term, loyal client then perhaps spending even $100/new client running a creative lumpy mail program makes a ton of sense. So get to your local toy store to get the creative gravy flowing and pass the mashed potatoes already. Copyright 2004 John Jantsch About The Author John Jantsch is a marketing consultant and creator of Duct Tape Marketing, a small business marketing system. You can reach him at John@DuctTapeMarketing.com.
MORE RESOURCES: Mastering B2B Email Marketing in 2025: Unlocking the Keys for Sustainable Growth and Engagement Block Telegraph Email Marketing- Helping Brands Thrive In Crisis BW Marketing World Content and Messaging Strategies for Long-Lifespan Products MarketingProfs.com Email Marketing Personalization: How to Make Every Email Count North Forty News Bento Elevates Ecommerce Email Marketing Practical Ecommerce Email Marketing Developments in 2024 and Their Ripple Effects in 2025 MarketingProfs.com 22 Email Marketing Platforms to Know Built In Industry KPIs: Email marketing metrics improved in most recent data—with a cautionary note eMarketer A Quarter of Global Consumers Unsubscribe from Emails Weekly – How SMBs Can Boost Email Marketing Strategies Business Wire Don't Sleep on Email Marketing — Here's Why It's Still Your Business's Most Powerful Tool Entrepreneur Email Design Trends for 2025 Designmodo 9 Email Marketing Best Practices in 2025 Metricool Email Marketing Friday Forum MarketingProfs.com Best Email Marketing Tool (2025): Klaviyo Recognized as Top Email Marketing Service by Consumer365 GlobeNewswire Predictive Analytics Methods to Improve Email Marketing Spiceworks News and Insights Email Marketing Friday Forum MarketingProfs.com Five Ways to Unleash the Power of AI in B2B Email Marketing MarketingProfs.com Top 10 Best Email Marketing Services Software Platforms for 2020 Spiceworks News and Insights Shoppers Who Buy Via Email Spend 138% More Than Those Who Don't. Here Are 9 Email Hacks to Capture Their Sales Entrepreneur Email Promotions Tab Hysteria Is Back! (Thanks, Apple) MarketingProfs.com How To Start a Newsletter To Earn Subscribers Taboola.com Top 41 B2B Email Marketing Statistics You Need to Know in 2025 Influencer Marketing Hub Top 5 Email Marketing Tips for Driving Revenue in 2025 The Source Magazine The Realtor’s Guide to Email Marketing NeilPatel.com Google Announces Gmail Dynamic Email: Impact on Email Marketing Spiceworks News and Insights Striking The Balance Between Mass Campaigns & Tailored Outreach For Email Marketing Demand Gen Report Email Marketing Friday Forum MarketingProfs.com Why is DMARC Important? [2025 Updated] Security Boulevard 5 Best Email Marketing Companies in 2025 UI The Daily Iowan The future of email marketing lies in AI Fast Company 5 Tools for a Successful Email Newsletter Re-Engagement Campaign National Shooting Sports Foundation |
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