Why Lumpy Mail is the Secret Weapon for Direct-Mail Success

Enter the power of “lumpy mail.”

As you can see, I’ve attached a ___________ to this letter. And I did this for three important reasons…

Direct-mail success hinges on three critical steps: getting it delivered, getting it opened, and getting it read. While all three matter, let’s focus on the third step—getting it read. In today’s fast-paced world, even the most loyal customers may skim, shuffle, or trash your mail in seconds. To avoid the dreaded trip to the trash bin, you need a strategy that grabs attention and holds it long enough to spark interest.

What is Lumpy Mail?

Lumpy mail is exactly what it sounds like—mail that isn’t flat. It’s mail with a “bump” in the envelope or package. This creates intrigue, turning routine mail into a mystery your recipient has to solve. It’s a proven attention-grabber that dramatically increases open rates and response rates.

Here’s how it works: You attach an unusual item to your letter—often a quirky or highly relevant object—and use it as a springboard to deliver your message. I call these items “grabbers.” They’re designed to physically and mentally stop your prospect from ignoring your mail.

Examples? My clients and I have successfully used:

• Mini trash cans
• Real bank bags
• Pill bottles
• Silver platters
• Million-dollar bills
• And even packets of shredded money!

How to Make Lumpy Mail Work for You

Let’s bring this concept to life. Imagine opening a letter that starts:

“As you can see, I’ve attached a million-dollar bill to this letter. Why? For three very good reasons:

1. I’m writing to share an unconventional way to save your business thousands of dollars—guaranteed.
2. This million-dollar bill symbolizes the big idea I’m about to share with you.
3. I want just 15 minutes of your time, and I thought a million-dollar grabber was fitting.”

This approach is playful, clever, and highly effective. By giving your message a memorable twist, you elevate it from boring to irresistible.

Lumpy Mail in Action

Lumpy mail has been used to sell everything from life insurance to high-ticket advertising packages. A few examples:

• For a spa, we sent a package containing a small bottle of essential oils, paired with the line: “Feel like a million bucks after a visit to our spa!”
• For a travel agency, a toy airplane tucked into a package teased an offer to “Fly high with our exclusive vacation deals.”
• For a landscaping business, packets of flower seeds were a hit with the message: “Plant the seeds of a beautiful yard today.”

These small touches not only grab attention but set the tone for your entire message.

Why Lumpy Mail Works

Curiosity is your best friend. People are hardwired to investigate the unknown. That little “bump” in the envelope creates an irresistible urge to open it. Research backs this up. MoneyMailer, a leader in coupon envelopes, found that including lumpy samples in mailings significantly increased open rates and boosted responses for every advertiser included. Lumpy mail stands out, demands attention, and sparks action.

Big Fish, Bigger Grabbers

For my client Jay Geier, who markets big-ticket, multi-year advertising contracts to doctors, I devised an introductory mailing in which an actual, full size silver platter serving tray is enclosed in a package, with a sales letter in a sealed envelope taped to the tray. If the doctor’s “gatekeeper” opens this, she is unwilling to trash (or take) the silver platter- it is big and seemingly mail.” When the doctor gets it, his curiosity is aroused, and there may even be a bit of guilt about the gift, so he is compelled to open and read the letter. The letter talks about having lots of quality new patients “delivered to you on a silver platter.”

Another client sent a cheap wristwatch with the note: “Time’s running out on this offer!” It was costly but brought in record-breaking sales during a three-day promotion.

Is Lumpy Mail Too Gimmicky?

Some business owners shy away from lumpy mail, thinking it’s too whimsical for their audience. But here’s the truth: lumpy mail works across all industries—even with CEOs and physicians. The key is to match your grabber to your message and your audience.

Take Action

If you’re serious about boosting your direct-mail campaigns, don’t overlook the power of lumpy mail. From quirky grabbers to attention-commanding packages, this strategy is a game-changer. It’s not just about mailing a letter—it’s about delivering an experience.

Curious how lumpy mail can transform your marketing? Contact us and I’ll help you craft a campaign that delivers, opens, and—most importantly—gets read.