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GMP is a full-service, multi-channel, direct response marketing company with deep expertise in the art and science of persuasion. Our "what-would-we-do-if-it-were-our-money?" attitude, and the results we achieve speak for themselves.

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Offers: A Lost Art

February 02, 2010

“Buy one, get one free!”

 

“Save 50% now!”

 

“Free gift with purchase!”

 

Even before our recent economic downfall, consumers were becoming numb to the offer. Traditionally used as a way to stimulate additional sales or move unwanted inventory, the offer was a critical component in any successful direct marketing campaign as it created the ultimate reason to respond.

 

However the secret to a good offer, was our ability to make it UNIQUE (meaning not available anywhere else) and limit our marketing of that offer to one media aperture.

 

Thus in the past, if you received what was considered a good direct mail solicitation: well targeted, creatively inviting, and containing a unique offer not available anywhere else (and for a limited time), response rates would soar.

 

But for most marketers, direct response rates are extremely poor. Digital marketers who scoff at traditional direct mail efforts decry that ‘direct mail doesn’t work.’ And yet, online banner and email open and click through rates are declining at a rapid rate.

 

So what happened?

 

Have consumers stopped consuming? Hardly.

 

In our haste to make sure we never miss out on an opportunity to sell something to somebody, marketers took an offer and exploited it through every marketing channel available.

 

Want to increase your email or direct mail response rates? Here are 5 easy steps:

 

First, identify your very best offer – not one you’ve done before, and bigger and better than any offer you’ve ever offered before. Why? Because you need to stand out from all your past efforts and your target needs to feel like they’re being treated to something truly special.

 

Second, identify your most loyal customers. Not necessarily those who have spent the most with you, but perhaps those who shop with you regularly. After all, rewarding them for their behavior is a way to create further loyalty and cement them to you for life.

 

Third, determine the time limit on your offer. In email, you can shorten the traditional offer timing from 4 – 6 weeks to 1 – 2 weeks... or even days.

 

Fourth, limit your outbound marketing effort to one channel – email or direct mail. And let your customers know they’ve been specially selected for this one-time, limited offer to them, your best customers.

 

Fifth, watch your sales numbers and then conduct an ROI.

 

You should be able to hit a home run because EXCLUSIVITY is one of the 7 copy drivers – and, when you create your best offer to your best customers, they respond accordingly.

Contact Us:

West Coast

4340 Redwood Highway, Suite B-52
San Rafael, CA 94903

Carolyn Goodman
President / Creative Director

Phone: 415.507.9060

Email:

East Coast

Denise Williams
Director of Strategic Marketing

Phone: 610.913.0445
Toll free: 877.586.6466

Email: