If you’re using direct mail – letters in particular – there’s a trick you can use to increase the number of people who open the envelope.
It’s often called “lumpy’ mail. And it’s just what it says…lumpy.
I’m sure you’ve seen it before… Letters with pennies or nickels inside, or maybe free pens or envelope openers. Anything that makes it stand out from the rest of your mail.
Why does it work?
The biggest reason is because people are intrigued by mail that’s not flat, and generally can’t wait to tear it open to find out what’s inside. The curiosity factor just eats ’em up until they open it.
There’s been numerous tests with the exact mail promotion, one with and one without the “lumpy” add-on, and usually the response rates from the lumpy mail win.
For example, if you are a financial planner could attach small a golf tee to a promotional letter titled “Finally…How to Retire And Play Golf Every Day Of The Week”.
People underestimate the power of human curiosity, but it does work.
At the very least, it’s worth a test. Just make sure the “lumpy” piece is relevant to your message, and send some out.
Granted, the expense will be a bit higher, but the response you get, assuming your message and target audience is good, should more than pay for the added cost.
What do you think? Have you ever tried this?
And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.
To your marketing success!
Merrill Clark
Website and Marketing Copywriter
