'You want better results … make a better offer!' —Axel Andersson
The challenge for any marketer is always to find a way to lift response. You can test different design elements, list selections or you can improve your offer.
Here’s a great example from Danbury Mint not only trying a whole new creative approach, but also making a superior offer.
The product: “Midnight Spell” a black pearl necklace accented with crystals priced at four payments of $36.70 each and includes a 90-day guarantee.
Package No. 1: The first direct mail piece that came into Who’s Mailing What! was back in November of 2009. The small grey outer envelope contained a short letter and accordion-fold brochure.
Package No. 2: Received in December of 2011, the envelope was now a 6″x9″ in a rich black envelope featuring teaser copy not only on the front, but on the back with a promise of a “Free Gift Offer (see inside).” The brochure was luxurious with a coated stock and great photography. What’s more, the copy was much more descriptive with delicious prose that made this necklace go from the ho-hum to the must-have!
The game-changer: Besides the improved creative, Danbury Mint is now including a matching pair of pearl earrings (a $60 value) absolutely free.
The result: It was great to see the Midnight Spell 6″x9″ package again in 2013—making it the direct mail control.