Comments on: Classic Direct Mail Marketing Technique: “Lumpy” Mail

By: Copywriting Maven

Copywriting Maven — Tue, 23 Jan 2007 20:47:17 +0000

Excellent point about the effectiveness of greeting cards for boosting the open rate, Michael. I think as so much of our communications goes online, we forget about the power of the “Hallmark” and some such.

Thanks for your post!

By: Michael Stammer

Michael Stammer — Tue, 23 Jan 2007 20:28:17 +0000

Let’s not forget that the open rate on greeting cards in 9 times that of a traditional letter - this is a special kind of “lumpiness” that can be easily and relatively inexpensively created.

But after the open rate, you’ve got to have something worthwhile to get a decent response rate. Personalization and relevance are the key, IMO.

By: Jim Logan

Jim Logan — Mon, 22 Jan 2007 07:38:10 +0000

Is lumpy mail a legitimate direct mail gimmick or a con man\’s sleazy trick?

Is lumpy mail a legitimate direct mail gimmick? Or is it just a sleazy ploy to trick you into opening and reading something you�d otherwise throwaway?

By: Copywriting Maven

Copywriting Maven — Sun, 21 Jan 2007 16:56:29 +0000

Perhaps as marketers we’re all influenced by getting/reading things about the same time.

Or I’m just psychic :=)

By: Drew McLellan

Drew McLellan — Sun, 21 Jan 2007 04:44:32 +0000

Okay, you are freaking me out a little bit. I have a “chapter” in my book titled lumpy mail!

And last week, I was just about to pull the trigger on a post about what we can learn from spam and your Nigerian hoax post appeared.

You are in my head…you are in my head….