Every day we take actions, intending to favorably impact our business. In order to know if an action had that desired impact, we need to be able to measure its outcome. ...
Video Transcript:
An offer, or promotional offer, can play a significant role in the performance of direct mail.
So, what exactly do we mean when we talk about offers?
In marketing, we’re referring to that thing we give the customer in exchange for completing a call to action.
Keep these three things in mind as you think through your promotional strategies.
First, understand your audience. Who are they? What motivates them?
Have they come to expect free shipping? Maybe they are more cost conscience and motivated by a discount? Or maybe they are risk avoidance? Different demographics are motivated by different things.
Second, understand what you are trying to accomplish through the promotion. Are you trying to attract new customers, increase the order amount or drive customer loyalty?
And third, maintain consistency across channels. A customer may receive a direct mail piece – with an offer, then go to the website or retail store to transact and see a different offer. This inconsistency hurts the customer experience and can impact sales.
At the end of the day make sure your offer is aligned with who your customer is, what you’re trying to accomplish and stay true to your brand – even if that means no offer at all!
