Lumpy Mail Revisited – Bubble Wrap Envelope Filler Returns
By Roberta Rosenberg on Aug 18, 2007 in DM Copy Tips & Tools
Several months ago I wrote about a Capital One direct mail package I received that included an intriguing rectangle of bubble wrap whose sole purpose was to up the prospect’s curiosity enough to open the envelope and perhaps even read its contents.
Well, it must have worked because I’ve received the same package again, including the little piece of bubble wrap. At first glance it looks and reads like the first mailing, so I’m going to assume it’s the new control.
My one quibble with the original package was that the prospect would feel a little cheated or let down that the lumpiness wasn’t some sort of gift or bonus. Obviously that didn’t seem to impact the original response. However, being the scientific test I am, what else could Capital One use to achieve that same curiosity-arousing factor AND provide or communicate a relevant, immediate benefit to the prospect?
Thoughts?
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[tags] lumpy mail, dimensional mail, direct mail techniques [/tags]
Jenny | Aug 19, 2007 | Reply
Bubblewrap rawks! I love running over it with my car. XD
Michael A. Stelzner | Aug 21, 2007 | Reply
Roberta – We must both be on the same list!
I wrote about Capital One as well.
See http://www.writingwhitepapers.com/blog/2007/01/31/whats-your-bubble-wrap-strategy/
Mike
Roberta Rosenberg | Aug 21, 2007 | Reply
Michael, I think if you own a corporate credit card, you’re on the Capital One list! I love the technique on many levels, especially the low cost. But I can’t help but wonder if Cap1 would do even better with a relevant “lump” as opposed to a “lump” with no obvious purpose except to get the envelope opened. Sort of the difference between an open rate and a conversion rate
Laura Evans | Aug 21, 2007 | Reply
I read your previous blog to find out if they tied the written material to the bubble wrap. What a shame that they didn’t. That would have taken a good idea to the next level. “Pop” the dread of high interest rates or as you said, “we’ll help you cushion the blow of high interest rates” would have tied the whole package together and left the potential customer with a smile rather than a feeling of disappointment, or even worse, of being ripped off.
Dean Rieck | Sep 6, 2007 | Reply
Personally, I think the bubble wrap idea is pure genius. It’s a dirt cheap insert. It’s a common component of padded envelopes so there’s no need to explain it. And it gets people to open the envelope, which is half the battle.
However, just because you received it twice doesn’t mean it’s successful. You’d be surprised at how wasteful and dumb many businesses are, even ones that do a lot of direct mail. Sad but true.
JF | Nov 20, 2007 | Reply
I randomly came across your post while doing a search online, but the best solution to the lumpiness+value question is to print out the sales pitch itself on “foam board”. Many printers support this – the card *is* the lumpy item.
Another solution is to include a regular paper card, with a lumpy “gift” being a printed logo or mascot that is mounted on foam board and machine cut to its contours…
- Jacob
PT | Apr 22, 2008 | Reply
Today April 22nd is Earthday and apparently it is intended to inspire awareness of, and appreciation for the Earth’s environment! CONGRATULATIONS CapitalOne your bubble wrap credit card offer arrived just in time and you are truly an inspiration.
I am so inspired by you, I am considering sending my check payment in a cardboard box filled with tiny styrofoam pellets. Imagine the mess you have to clean up when it is received and opened by your mailing department. It’s okay though at least I am as responsible as you are and protect my fragile check even if this means we have a little more waste to dispose.
I framed your previous mailers and proudly displayed them in my office, thinking they are something special and they would maybe gain in value, but now I am running out of space and decided to just send them back to you. I don’t open them anymore, I just mark them with “Acceptance Refused return to sender for recycling” and stick them back in the mail. I am honest, I am not the most conservative person when it comes to our environmental responsibilities, but each time I receive one of your bubble wrap letters I am truly inspired to do more.
I usually take a moment from my busy stressful day, sit back, relax, close my eyes, and picture the most beautiful site, a football field covered with your bubble wrap mailers. Try it, it’s one tranquil experience and interesting how many obvious reasons I can come up with why we need to cover a football field with your bubble wrap. Thank you CapitalOne, and please don’t forget to promote the idiot that came up with this marketing campaign he truly deserves it.