Marketing That Works: The Lumpy Package

Marketing That Works: The Lumpy Package

Because we’ve forgotten about the threat of anthrax, direct mail works again. But not just any direct mail. A carefully planned out campaign is the only one sure to get the recipient’s attention.

I have a client who is about to launch a Thanksgiving direct mail campaign. Why? It beats the influx of Christmas cards and gifts, and because it stands out. We’ll do three mailings, each with its own Thanksgiving-related item (a corn cob, candle, and a toy turkey). The goal is to make the recipient smile, and get their guard down, so that my client can follow up with an appointment to meet them.

We could have just done a postcard campaign, but the recipients are a highly targeted bunch, and we wanted to step outside the proverbial box. So we’re sending lumpy mail, which is, as my colleague, Rhonda Ryder at Help Me Rhonda Marketing, says, a surefire way to get the mail open. She’s used similar campaigns to get the attention of insurance companies, and has sent pill bottles and plastic spines!

Here are some hints for ensuring your direct mail campaign works:

Hand-address the envelope or box. When you receive a hand-addressed piece of mail, you always open it, don’t you?
Customize it. No one likes a “Dear Sir/Madam” letter.
Include a promotional item, like a customized USB stick or notepad.

Or get creative like in the examples above. You don’t want the recipient to forget you the second they throw your letter away.
Repeat, repeat, repeat. Just one mailing won’t do the trick. Space them out a few weeks, and do at least 3.

Let’s talk! What are some creative direct mail campaigns you’ve run? Or do you have questions about direct mail?
-Susan
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