The Right Offer Leads to Better Results
Direct mail campaigns, especially direct response campaigns, generate a higher response rate when there is a compelling offer included. An offer, whether a discount, coupon, or another incentive, rewards the customer for taking action.
We’ve all become conditioned to receiving discounts, so your offer has to be meaningful. A 5% discount may not be enough to get someone to act when your competition is giving 20% off. Make sure your offer is competitive and compelling.
Many direct mail campaigns offer customers a discount on the promoted product. This can be in the form of either dollars or a percentage off the normal price. The discount may also take the form of a special sales price, typically for a limited time only.
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You can also present the offer in the form of a physical or virtual coupon. A physical coupon can be clipped or otherwise detached from the mailing and presented either in person or via mail. A virtual coupon is actually a coupon code that the customer can enter on your website or via phone when ordering. As with all direct mail incentives, the coupon should be a limited time only offer.
There are all manner of incentives you can offer in a direct mail campaign. Some other popular offers include buy one get one free (BOGO), free bonus products, free or discounted after-sale services or support, free trials, quantity discounts for larger purchases, and ongoing customer loyalty plans. The possibilities are endless.
Whatever type of offer you include in your direct mail campaign, you need to inspire customers to act on it. Every direct mail piece needs to include a clear call to action, prompting the customer to call, mail in the coupon, visit your website or physical store, or whatever response you prefer. You can’t expect customers to act unless you tell them to do so. Provide your physical and email address, phone number, website URL, and other necessary contact information.
The call to action needs to be clear, concise, and compelling. As directly and simply as possible, tell the customer what you want them to do and instruct them how to do it. When accompanied by an enticing offer, the call to action should inspire the customer to act immediately.
As with all other components of a direct mail campaign, it is important to test various types of offers. You can test coupons vs. straight discounts, the amount of the discount, and so forth. Find out what specific offer tests best, then run with it.