The good news is that research indicates that direct advertising through mailouts is still one of the most effective ways to reinforce your relationship with existing clients. Including promotional pens with your company name, logo or message in your mailouts can also be a great way to get your message to prospective clients, and to raise awareness for your business.

However, to really hit the mark your mailout has to be noticed. You also need a well thought out campaign. Plan the goals for your campaign. What outcomes do you want to achieve? Who is your target group? These factors will determine your message and how you convey it. How will you tie the promotional pens and your outcomes together in your mailout? When the client opens the mailout, the pen shouldn’t just seem like an add on. The promotional pen has the potential to be an integral part of reinforcing your message.

One constant in any effective mailout campaign is that your direct mail has to have a point of difference. Don’t waste your precious marketing budget through ineffective mailouts which go straight into the rubbish bin. What is the most effective way to get your promotional pens and your accompanying message to your target market?

First of all take off your business hat and think like a consumer. Every day when you clear the mailbox, you sift through mail from direct marketers. Which are the mailouts that attract your attention? Which are the ones you open? Most importantly, which are the ones you keep and why?

One secret for effective direct mail which addresses all these questions is to use what is known as a lumpy mailer. As its name suggests, lumpy mail is something which is usually three dimensional. Promotional pens are a great branding tool for use in lumpy mailouts.

One of the most creative and effective lumpy mailouts I’ve seen was done by the late Steve Irwin, the famous Australian Crocodile Hunter. In the early days of Australia Zoo, he sent out a unique and very memorable version of the lumpy mailer to all schools within the area surrounding the zoo.

Imagine opening a large envelope and seeing a rubber crocodile. In its mouth was a rolled up brochure for school excursions to Australia Zoo. The marketing people had done a great job. They had leveraged the power of novelty value and appeal. The promotion was closely associated with the brand and captured the element of showmanship that was synonymous with the Croc Hunter. That definitely got people talking and I still remember it 15 years later. Most importantly, the campaign got results.

Whether your business is catching crocodiles, making cabinets or anywhere in between, you can use the same successful elements in your campaign. Promotional pens lend themselves to the lumpy mail marketing approach. Okay, so you’ve chosen the perfect promotional pen. You’ve decided on the wording or logo to appear on the pen. What next?

The lumpy mailout and the promotional pen attract attention and get your message read. But make it count. Along with your promotional pens, include a well written and informative brochure or letter with a call to action, so that the pen reinforces and adds to your message. If you target your existing client base or selected clients, you can also build on the heightened brand awareness factor by following through with a personal phone call. Promotional pens are perfect partners for effective mailouts.