Direct Mail Strategy: What’s in Your Wallet?
Takeaway Tip: Put some thought into what you name your discount device. Then, consistently refer to it as such in your copy and on the actual device to build perceived value.
The obvious place to start promoting your gift card, savings certificate or money-saving coupon normally hidden inside your mail piece is on the outside, in the teaser. Promote it on both outside panels, since you can’t control which panel will be viewed first. Remember, in less than three seconds, your targeted reader will decide whether or not to keep or trash your mailpiece. And ordinarily, this decision is made without opening it.
Bassett’s front panel teaser announces, “Special Savings with Enclosed $500 Gift Card” on the non-addressing outside panel. This is a strong benefit statement. However, the gift card isn’t mentioned on the other outside panel. Oops! Also keep in mind that if your mailing has multiple components or pages, you need to promote your gift card throughout. You never know which piece or page will be seen first.
The design of your mail piece provides yet another promotinal opportunity. Instead of merely surrounding a rectangular coupon with a dotted line, Gap’s Holiday Gift Guide includes a detachable 15 percent gift tag, and uses the same design elements and colors featured throughout the 24-page guide. Bassett’s $500 gift card features the same four-color sofa image you see under the card after detaching it from the mailer. By layering the image, you create a pop-out effect.
Takeaway Tip: Make your discount device the visual hero of your mailing, instead of a utilitarian afterthought.
Make it Memorable
What’s your ultimate sales objective? Do you want to generate an in-store, phone or Web site purchase? While the samples I reviewed for this column were all delivered by mail, none of them were redeemable by mail. They either were redeemable in-store only or in some combination of in-store, by phone and/or online.