What is lumpy mail?
We’ve all received these mailing pieces, but did we know that ‘Lumpy Mail’ is the term that is used for them? One example is the KitKat bar and tea bag enclosed with a letter and brochure suggesting you ‘Take a Break’ while you read the lovely printed material you’ve just received.
It’s all about getting your attention. The size and shape is meant to make you think ‘I wonder what that is?’ and open it as a priority.
It works well because human beings are naturally curious. I’ve seen egg timers attached to letters, balloons that pop out of boxes attached to invites, rubber band butterflies that fly out of brochures when opened (think of health and safety though…), boomerangs, fortune cookies and more.
I’ve personally received a ‘silver platter’, and although a bit cheesy it resulted in me booking a 2 day course (I have had emails, letters and postcards for this event but the lumpy mail caused me to buy). Not everything is handed to you on a silver platter is it?
These items are obviously more expensive to purchase and mail than letters or postcards.
If you have an audience you really want to target (old customers, those that don’t look at your emails but are your perfect clients, clients that you know are nearly ready to buy etc.) lumpy mail is as ingenious as you let it be.
Be creative, look for a product that reflects your message and/or company and just give it a try! We’ll be happy to help.