Aside from choosing the correct audience for a Direct Mail campaign through your targeted list, which I’ll outline in part 2 of this article, determining what type of offer you utilize at it relates to your objective is paramount.  The offer is an exchange between the mailer and the mailer recipient. The offer outlines what each party gets if a response occurs. The mail piece or “creative” should be designed according to how the customer should respond.

 

Here are the most popular types of offers:

Lead Generation

Using a lead generation offer will generate the highest quantities of responders. Most mailers use some incentive to motivate the individual to provide their contact information.  Commonly used are white papers, seminars, webinars, catalogs, newsletters, DVD’s and CD’s

 

Order Generation

This is when the response generates an order.  The responder is paying for the item/service which creates a “buyer”.

 

Continuity

These offers come from companies offering a continual product or service.  An example of this is when the response could begin as a “free trial” that turns into a monthly shipment. Magazine subscriptions and book of the month clubs are prevalent continuity offers.

 

Fundraising

A fundraising offer seems a little different because in most cases it is a one-sided deal.  The company is asking for money and the donor will feel they have helped the organization by donating.  Some campaigns find success offering gifts tiered to the donation level.

 

Traffic Building

The creative for a traffic building offer can come in the form of a promotion advertising a specific event happening online or in-store. These mailings are helpful in getting people to respond with a deadline.

After determining the type of offer that best matches the campaign goals, take into consideration the many factors that can sweeten the offer and increase the response rate.  Here are a few examples specific to the offer:

• Less equals more with a lead generation offer. Less information has potential to increase the response.
• Order generation is about price and what the customer is getting for the money. Think “second ginzu knife” here.
• Continuity offers can be free shipping on subsequent shipments or discounts on continuing orders.
• Most charitable organizations are willing to advertise the donor’s level of donation giving this individual or company notoriety.
• Retail stores can sweeten their offer for customers that respond first or make a large purchase.

 

Once you’ve completed your creative process, its imperative you choose the correct target audience for your offer.  Our next Article “Mailing the Right Offer to the Right List” explains this process in more detail.