Direct Mail Offers – lead offers, order offers, traffic offers, donor offers
Nothing affects your response rate more than the direct mail offers you use. This is a critical, but often overlooked, step in the planning of a direct mail campaign. Direct mail offers not only have an impact on the response rate; they also determine the quality of your response.
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The power of direct mail offers
The offer is the secret sauce of direct mail. Other than lists, nothing in your campaign will affect response more than direct mail offers.
Too often though, the offer is treated as an afterthought. All of the effort is put into the creative process – the writing and design of the mailer – only to realize in the end that they need an offer. This is a mistake.
The offer should be your first discussion topic and the entire mailer should be built around the offer.
When you understand the offer – and all its nuances – you are on the road to success in direct marketing.
Defining the offer
In direct mail, you hope and expect to generate a response. (That should be your hope and expectation with advertising too, by the way.)
But people won’t respond to you just because they liked your mailer.
They only respond if you have something to offer – and they are willing to pay you to get it.
In some cases, payment is financial. In most cases, though, payment is simply a willingness to turn over your email address or other contact information. (Even free offers aren’t entirely free.)
In many ways, the offer is like a contract in which two parties agree to an exchange with specific terms. When you change those terms, even in the most minor ways, you have changed that offer.
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Direct Mail Offers