The Power of 'Lumpy Mail'

"Lumpy mail" is a direct mail tactic that involves sending a three-dimensional object or a small gift in the mail. It is a powerful way to cut through the clutter and get your message noticed.

Why Lumpy Mail Works

• It Gets Opened: A lumpy envelope or package is almost guaranteed to be opened out of curiosity.
• It's Memorable: A clever and useful gift can make a lasting impression on the recipient.
• It Creates a Positive Association: A small gift can create a sense of goodwill and reciprocity.
• It Provides a "Hook": The gift can be used as a "hook" for your marketing message. For example, a flashlight with the message, "Don't be in the dark about..."

Best Practices for Lumpy Mail

• Keep it Inexpensive: Expensive gifts can come across as a bribe. The goal is to be clever, not extravagant.
• Make it Useful: A useful gift is more likely to be kept and remembered.
• Tie it to Your Message: The gift should have a clear and clever tie-in to your marketing message.

Lumpy mail is a key tactic in The Six Steps of the Dream 100 strategy.