Tim DaviesCEO Projekt Rising - The expert AI partner for SMEs

The Power of Lumpy Mail in a Digital World

20 Apr 2025

Watch on YouTube

Tim Davies's YouTube video "The Power of Lumpy Mail in a Digital World" argues that traditional outreach methods — notably "lumpy mail" (physical mail with a tactile/novel item) followed by conventional follow-ups — can outperform purely digital campaigns when audiences are inundated with email and social media. The speaker notes that for certain audiences (e.g., people who remember dial-up internet and still answer their phones) these tactile/different channels create attention advantages — a “zig when everyone else zags” strategy. The talk is advisory in tone and focused on practical outreach tactics.

If everybody is doing email or social or things and people are being bombarded on those channels, it creates space in traditional channels. Particularly if you have an audience that can remember dial up Internet and still answers their phone well, then lumpy mail followed up with traditional outreach might be unique in the sense that puts you ahead of people that are just focusing on other channels as that kind of zig when everyone else zags is going to be really powerful.