Have you ever heard the term “lumpy mail”?

Lumpy mail is what smart marketers know gets letters delivered and opened.  There are really only a few things that work, key chains is one of them.

Key chains are small enough to fit in a standard letter, lumpy enough to let someone feel there is something in there (creating curiosity), and they can make noise, creating even more curiosity.

Giving something away also creates a feeling of reciprocity, just ask the Hare Krishna’s who raised hundreds of millions of dollars handing out flowers in airports.



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