Have you ever heard of lumpy mail? It’s an old-school marketing technique that’s making a big comeback—and it might just be the secret weapon your HR consultancy needs.
So let’s dive into this guide to lumpy mail for HR Consultants, and discover what it is, why it works, and how you can use it to land those dream clients.
What is Lumpy Mail?
Lumpy mail is exactly what it sounds like—mail that’s a little “lumpy.” Instead of sending a plain letter or brochure, you include something physical that makes the envelope or package stand out. It could be a pen, a stress ball, or even something quirky like a mini puzzle.
Why? Because lumpy mail grabs attention. It’s not every day someone gets a package with something unexpected inside!
Why Should HR Consultants Use Lumpy Mail?
And here’s why it works so well for HR consultants:
- You’ll stand out: Most people’s post is boring—bills, junk mail, and more bills. Your lumpy mail will immediately grab attention and make them curious.
- It’s memorable: A stress ball with your logo or a personalised note can stick in someone’s mind long after they’ve opened it.
- It feels personal: Including something thoughtful shows you’ve done your homework and genuinely care about starting a conversation.
- It starts conversations: The goal isn’t to close a deal right away. It’s to get your prospect to notice you, open the door for a chat, and build a relationship.
The Challenges of Lumpy Mail
But it’s not all sunshine and rainbows. There are a few hurdles to keep in mind:
- Cost: Lumpy mail can be pricey, especially when you’re targeting high-value prospects. But think of it as an investment—land one big client, and it’s worth every penny.
- Targeting: If you send lumpy mail to the wrong person (like someone who isn’t the decision-maker), it’s a waste of time and money.
- Mixed responses: Not everyone will love your creative approach. But that’s okay—your goal is to find the ones who do.
What to Watch Out For
If you’re thinking about giving lumpy mail a go, here are a few tips to keep things smooth:
- Timing is key: Don’t send your package when your prospect is swamped with work or on holiday. Try to find the perfect moment when they’ll actually notice it.
- Personalise everything: Make it feel special! Add a handwritten note or include something specific to their interests.
- Follow up: Don’t just send a package and forget about it. Call or email a few days later to ask if they received it.
How to Do Lumpy Mail Correctly
So, how do you create a lumpy mail campaign that actually works?
- Know your audience: Research your prospects carefully. What do they need? What will grab their attention?
- Choose the right item: It doesn’t have to be expensive, but it should be thoughtful. A small book, a branded notepad, or even a local coffee voucher can work wonders.
- Add a personal touch: Include a letter with a QR code linking to a personalised video. Use the video to explain who you are, what you’ve noticed about their business, and how you can help.
- Follow up promptly: Once they’ve received your mail, be proactive. Pick up the phone and start a conversation!
My Thoughts on Lumpy Mail
If I were to try lumpy mail, I’d go all in. I’d focus on big clients—what I call “Big Whales.” These are HR consultancies with a team and the budget for big projects.
I’d make my packages highly personalised. If someone loved coffee, I’d send a voucher to their favourite café—or maybe a surprise coffee-and-cake order waiting for them when they visited.
And I’d make it fun! I’d share behind-the-scenes content on LinkedIn—playing guessing games like “What do you think is in this package?” And when someone received it, I’d hope they’d post about it on social media so I could re-share it.
Would I recommend lumpy mail to solo HR consultants? Absolutely. It’s perfect for targeting decision-makers in companies that can hire you for large projects. Just remember: research, personalisation, and follow-up are everything.
Ready to Try Lumpy Mail?
Lumpy mail is a creative, high-impact way to get your foot in the door with the right clients. But it’s not magic—you need to plan it well and follow through to see results.
Want more tips like this? Grab a copy of my book, How to Land Your Dream Client. It’s packed with practical advice to help HR consultants like you attract and win the clients you deserve.