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Marketing in a Minute: Offer Matters

Lori Paikin
Lori Paikin November 03, 2021 1 min
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Photo by Ivan Samkov from Pexels

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 offer? Take a minute and tune into this month's Marketing in a Minute video and learn three things to keep in mind as you think through your promotional strategies. 

 

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!

 

Direct Mail + Digital Marketing = Better Together


Related Topics

  • Consumer-Focused Marketing
  • Data-Driven Marketing
  • Individualization
  • Marketing Mix
  • single customer view
  • Data
Lori Paikin
Lori Paikin

Lori Paikin is a 20 year veteran of the direct mail and digital industry’s. She started her career on the list management and list brokerage side of the industry before joining Abacus in 1993. Lori led the expansion of the sales and account managements teams through the acquisition with DoubleClick before leaving in 2005 to join Next Action / Datalogix. In her role with DLX, Lori was GM of the retail vertical supporting sales, client services, marketing and product. Lori joined the NaviStone team in a consulting capacity in 2016 before joining full time as Chief Revenue Officer, this past March.


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