Does Your Direct Mail Marketing Campaign Need an Offer?

How do you go about getting responses from your upcoming direct mail campaign? Make an offer on the mail piece that entices the addressee to respond. You're offer can be just about anything; a gift card to a local restaurant or national electronics retailer, a coupon for a percentage off of their total bill, obtaining a free report, donating money, or just about anything else that is a discount, free or offers the perception of being free. Don't "break the bank" with your offer but give the addressee a reason to respond!

As a direct mail service bureau, we very rarely have input up front into the design of a mail piece; that's usually handled by creative agencies. Yet it still amazes me today at how many pieces come through our shop that have great creative looks yet contain no offer to entice the addressee to respond. Sure direct mail is still a great medium for getting the word out about your company but quite frankly, direct mail should be used to obtain new customers and retain current ones and that means giving them a reason to walk in your store or pickup the phone and call you for your services.

In today's economy, any type of discount or free offer will get noticed so make your offer the highlight of your mail piece. And just as important as the offer, is an expiration date; give the addressee a reason to contact you soon.

If you're currently utilizing direct mail marketing and you are not including any type of offer, add one to your next campaign and you will be surprised at the increases results.

Paul Hamilton III is a veteran direct mail marketing professional, at Professional Mail Services, Inc., who enjoys the ever changing direct mail industry and sharing that information with people and companies that utilize direct mail marketing.

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