You’ve received them before—an unsolicited package that has something in that you just have to open. Because of it’s lumpy nature, this form of direct marketing is called “lumpy mail.” Sometimes there’s something interesting but usually it’s just trash and trinkets. Still, it grabbed your attention and you opened the package, right?
Response rates for lumpy mail are often significantly better than those for other forms of direct mail, offsetting additional costs.
But what’s the perception of the recipient? Here’s recent Outsource Marketing intern Jillian Raney‘s take:
Yesterday was a learning experience for me at the office. I was introduced to “lumpy mail.” Gathering the mail, I discovered a white “lumpy” package addressed to us. Exciting right?! Unfortunately, I learned that not only was there nothing exciting about what was actually in the package, it was an incredibly irresponsible way to do direct marketing.
What I took away from this was the waste from the packaging, only to send us a cheap pen that butchered our brand. Perhaps if they gave us an option to opt out, and maybe used recycled materials, we would have been more excited to see this particular piece of mail. I consider “lumpy mail” irresponsible marketing.
With its extra packaging and typical throwaway inserts, lumpy mail is clearly more wasteful.
So what do you think of direct mail that works better but wastes more? Do you love it or hate it?
Comment below to weigh in.