CURIOSITY COUNTS

Increase Open Rates with "Lumpy Mail"

Direct mail is an excellent way to promote your business or product because it is highly targeted, measurable, receives immediate attention and is inexpensive to implement. When a direct mail campaign is done right, it will prove extremely effective; especially when the message is mailed to clients that you’ve already established a strong relationship with.

According to the United States Postal Service:

98% of consumers bring the mail in the day it’s delivered

77% go through their mail immediately

55% “look forward” to discovering the mail they receive

Rest assured, your direct mail is getting in the hands of your clients or prospects, but getting them to open it and recognize your message is another hurdle in and of itself. So what can you do to increase the likeliness that your piece will be opened? 

There are a variety of methods that can be utilized to encourage your recipient to open your piece; “teaser” copy on the front, interesting stamps, handwritten addressing, unusual envelope sizes or colors just to name a few. However, one of the most effective techniques is known as “lumpy” or “dimensional” mail. Three dimensional objects pique the consumer’s curiosity and directly increases open rates-it makes it pretty hard not to open! 

According to a study conducted by Baylor University, promotional products used in direct mailing can boost response rates up to 75%.The trinket enclosed can be anything from a pen, a keychain to a piece of bubble wrap (“we’ll cushion the blow of high interest rates!”). Just be sure that the object included has direct correlation to your marketing message. 

With a targeted list, an attractive headline or teaser, influential copy and a tempting offer combined with the element of intrigue, your mailing will turn habitual trash-tossers into new leads and future customers.

For more information on mailings or marketing in general, contact us at Allegra Okemos at (517) 333-0713.