Lumpy mail marketing for successful campaigns
Author: Jacqui Vear
29th October 2019
A bulky mail marketing tactic that's impossible to ignore
There’s a torrent of marketing communications bombarding our eyeballs and ears. We make decisions quickly because we don’t generally value interruptions, we’ll have a finger over the delete button and the recycling bin within arm’s reach!
One lifeline for those wanting to raise awareness of a great product or service is our lumpy mail marketing. As the name suggests, it is bulky mail marketing, sent in the post. It’s ideally sent in packaging that’s as incognito as possible, to add intrigue upon receipt. It will be too big to ignore, perhaps recipients will have to sign for it. Importantly, the contents will be clearly branded; the legacy of the package needs to unequivocally be associated with the sender, making branded corporate gifts the order of the day.
Here are 5 top tips for a successful lumpy mail marketing campaigns
1. Do your research. Make sure your recipients are likely to have a legitimate interest in your product or service. If you’re approaching businesses, ensure you are targeting decision makers.
2. Gift not gimmick. The bulky mail marketing package will include a promotional product that feels like a present.
3. WIIFM. What’s in it for me? You need to give a simple but compelling reason why the recipient would benefit from getting in touch with you.
4. Personal. Send something you think they’ll want, find useful or even funny, whatever style best suits your brand. The product may be simple but with careful consideration of your artwork and message, print will give it the wow factor.
5. Follow up. It can take several touches to engage with someone, so see this as the starting point and plan other activities that comply with the contact permissions you have.
When it comes to the messaging, you need to acknowledge the general starting point of your audience; your prospect doesn’t care, they struggle to tell the difference between one supplier and another, they’re not quite sure they believe you and they don’t want to act!
Start with the basics, a specific, big benefit for your audience. Keep it simple, be clear, ensure it differentiates your business and that you can definitely deliver on the promise. Statistics say that people generally only remember one idea or concept about a company! That’s it, so that idea or concept needs to be very powerful indeed.
Lumpy mail marketing is not a ‘quick fix’ business tactic. It demands clarity of purpose, a clear understanding of your customers and most importantly of all, creativity. The good news is that it does not necessarily demand a big budget! Get those elements right and the return on investment will be well worth time you’ve spent thinking outside the box, if you excuse the pun!
Print Week Awards
We’re here to help you with a bulky mail marketing tactic! Our work has recently been celebrated in our industry’s leading award forum, the Print Week Awards. Our campaign earned us finalist status in the ‘Marketing Campaign of the Year’ category, sponsored by Quadient. If you’d like us to start developing some ideas that suit your message, simply get in touch.
Ask about printed lumpy mail marketing campaigns
Recommended for you
Author: Jacqui Vear21st July 2021 The pressure is on to clearly and accurately communicate what your business is doing to protect our environment because, if you fall in line with the average, 61% of your customers expect your organisation to have clear sustainability practices¹. When it comes to your offline communications, we're here to arm you with facts about the sustainability of paper products, to avoid the loss of credibility that comes with claims of 'green-washing', a...
Author: Jacqui Vear6th May 2021Those are headline stats from a new survey, commissioned by Smurfit Kappa and The Financial Times. The climate emergency is defining our generation and corporate culture needs to recognise that the sustainability agenda is driven by consumers. Don’t wait for your competitors to respond, or for your customers to vote with their feet. The packaging of your products needs to be on your conscience and to-do list. The same survey reported that in the...
Author: Jacqui Vear21st April 2021Payment systems are vital to the UK economy and security is paramount. The issue of printed cheques is one system that plays an important role in the financial transactions of our client Langleys Solicitors LLP. We’ve been keeping the security printing of this leading law firm in check, or should we say cheque, amid recent changes to the requirements of printed corporate cheques. Since December 2020 most UK banks have required printed business cheques...