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2 Do’s, 2 Don’ts for Direct Mail Gift Offer

May 2008 By Ethan Boldt
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Don’t #2: Don’t Incentivize the Digital Response
Sure, you could use an additional freemium, special shipping or a deeper discount in order to drive digital replies, but that wouldn’t sit well with a percentage of your prospects. “There’s too much risk of alienating regular customers who aren’t digitally oriented,” warns Hennerberg.

Grigg agrees. “Our analysis shows that there are three types of customers. The customer who still buys primarily through catalogs and direct mail, including inbound calls. The second is the mixed customer who buys through multiple channels, including the Internet. Then a third group that buys exclusively through the online channel. Trying to impact these habits is an effort in futility from what we see at this point.”
 
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Most Recent Comments:
VERGIL ESAU - Posted on May 21, 2008
Your article said the cost of mailing is going up. While I havn't done the math myself the Post Office says postage is not keeping pace with inflation. That being the case it seems we need to advertise that, rather than yell "THE COST OF MAILING IS GOING UP". I think it is going down. Our business is better than ever. Iv'e been in business 32 years and a postage increase has never cost us long term.
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Archived Comments:
VERGIL ESAU - Posted on May 21, 2008
Your article said the cost of mailing is going up. While I havn't done the math myself the Post Office says postage is not keeping pace with inflation. That being the case it seems we need to advertise that, rather than yell "THE COST OF MAILING IS GOING UP". I think it is going down. Our business is better than ever. Iv'e been in business 32 years and a postage increase has never cost us long term.