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!”
3. Life Savers candy mailer: In a small box with a foam insert or packaging materials, insert one or more rolls of Life Savers candies along with a card offering a life insurance policy review. Your message could tie into the candy by explaining how important it is to review life insurance coverage on a regular basis. Your message might say something like: “In the event of a tragedy, the proceeds that your family or business would receive could be a real lifesaver. This tax-free money can help them pay the bills, finance a child’s college education, continue a business, and much more.”
4.View-Master mailer: Promotional marketing companies now offer a variety of items that you can personalize with messages of your choice. One of these items is a View-Master, or View-Finder, with customizable reels. One way that you could use the View-Master idea is to create reels that explain the many ways permanent life insurance can be used to create a cash accumulation value for future needs, usually on a tax-advantaged basis. Your message might be: “Take a new look at permanent life insurance! You may be surprise to see all of the things it can help you do. Fund college tuition. Reduce personal debts. Supplement your retirement income. Pay for home improvements.”
5. Flat pencil mailer: In a previous article, I talked about how to create a thank-you letter survey. To increase the likelihood of your survey package being opened and completed, consider including a flat pencil in the survey envelope. Including the pencil will provide your envelope with the lumpy-bumpy factor, plus it will give your client the immediate opportunity to complete the survey, and hopefully provide you with a valuable referral.
Amy Kennel is a communications consultant who specializes in insurance, financial services, and retirement planning. She owns Insurance Marketing Concepts, LLC, based in Des Moines, Iowa. You can contact Amy Kennel by calling 515-289-6413 or by sending her an email at [email protected]