Top 5 Lumpy Mail Campaigns

I recieved some feedback from my latest video blog Ad vs. Ad: Direct Mail  that mail campaigns don’t work anymore. It’s true, flyers, brochures, calenders, etc… usually go straight to the trash with only a 1-2% response rate. There are ways, however, to increase response and have a lot of fun doing it!

There is some really cool technology these days to help you get your message out there (for example, a blog like this one!) so why the hell am I talking about MAIL!? You’ve got to stay AHEAD of the wave. When everyone is running their campaigns online you should be finding new ways to attract people offline. I call it the offline / online teeter-totter theory.

 

“As our world goes all “Jetsons” the opportunity for people and businesses is to go all “Flintstones” – Gary Vaynerchuk

 

On a quick search online I found a lot of marketing blogs with “creative” and “great” lumpy mail campaigns. “Put a logo on a key chain and send it out!” they say. It’s true that flat mail = flat response; however that does NOT mean put a pen or keychain in an envelope and expect a high return. Get creative! Have fun with it. Make sure there’s a good story and don’t forget about the 4 key points I talk about in the video:

– Attention
– Connection
– Point
– Call to Action

TOP 5 FAVOURITE LUMPY MAIL IDEAS

5. The Unscrambler

This is ALMOST as cool as the secret decoder ring! Send your prospective clients to a landing page with the unscrambler to uncode a special message. Make sure the message is a little more valuable than “Drink Ovaltine.”

* – if you don’t know what movie I’m referring to here, you may be too young to be on my website. 😉

 

4. The Fortune Cookie

You know they’re aren’t going to be able to resist cracking this sucker open to see what’s inside!

3. Shredded Money

Not as good as an actual bag of money that’s intact, but they’ll get the message.

 

2. Dynamite

I like this one because it reminds me of Wile E. Coyote and Inspector Gadget.

1. Trash Can

Crumple up your message and stick in the trash. I like this one because we can have a lot of fun with it but more importantly I found a business that tested it that got a 50% response rate! WOW!