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August 18, 2010 at 08:00 PM
Breaking through mailbox inertia can be a challenge. One way to capture your prospects’ attention is to send “lumpy bumpy” mailers. Simply put, these are dimensional boxes or envelopes that contain one or more objects that your audience can see, feel, and/or hear. Because most people are naturally curious and do not want to throw away something of value, this kind of mailer is almost always guaranteed to be opened and very likely to be kept.
Because they are more expensive to design, print, and produce, lumpy bumpy mailers, or dimensional mailers, work best when mailing to smaller lists of highly desired prospects. The goal of these mailers is to generate leads, so it’s very important to keep the message focused on one offer and how to respond to it. Most importantly, make sure that the lumpy bumpy item strongly reinforces your message and offer. (More: “How to market like a top producer“)
Here are five lumpy bumpy mailer ideas for life insurance offers:
1. Extension cord mailer to small business owners: Use a standard size box, usually available through the post office. In this box, place an extension cord along with a letter or card that offers a complimentary review and explains how your agency can serve as an “extension” of their small business to create and manage a powerful insurance and benefits program. Your message may be something like: “This program is vital because it can help keep the lights on for your family and business if you pass away or become disabled. It’s also important because it can help you plug in to emergency resources if a key employee dies or leaves the business. Plus, depending on company size, your program may also include an innovative way to compensate valuable employees, so they stay connected.”
2. Lunch bag mailer: Instead of using an envelope, use a brown lunch sack to send lunch and learn invitations. (Check with your local post office for postage requirements.) Consider inserting a one-page letter that looks like a menu of items that you’ll be discussing and make sure to include a phone number to make a reservation. Your message may say something like: “Join us on August 25 for the “IRA Alternatives” workshop. I’ll bring the food and the food for thought!”
