Direct Mail Strategy: What’s in Your Wallet?
Why is this important?
It means your discount device has to be both memorable and durable since it’s not going to be used immediately. That doesn’t mean it has be expensive four-color printing on plastic, like the Bassett gift card, or die-cut cardstock, like the piece from Gap. But it does need to stand up to some wear-and-tear, and stand out in the stash that’s in your customer’s wallet.
Chico’s $10 savings certificate is a budget-conscious alternative. Measuring 2˝ x 5½˝, it was designed to be printed then trimmed as part of the birthday card into which it’s inserted. The unique size, color and heavy paper stock make it memorable, durable and easy to tuck inside a wallet without adding additional costs to the mail piece.
Takeaway Tip: Don’t confuse expensive with effective creative.
Think it Through
Strategically speaking, one of the most perplexing samples I came across is from Eastbay catalog, “The Athletic SportSource.” It’s been more than six years since I ordered from Eastbay, and then it was always by mail or phone. So, it intrigues me that as an inactive “Preferred Customer,” I received an unimportant-looking trifold mailer offering me a choice of the following if I ordered online: (1) free shipping with a $75 order, (2) $15 off a $99 order (3) $50 off a $200 order, or (4) 20 percent-off gift card with a $50-plus order.
I wonder why Eastbay believes it can reactivate me to order online by giving me four offers that apply to fairly hefty-size orders. Not only have I never made an online purchase from this catalog, but four offers are too many choices. Strategically, this one doesn’t make sense to me, but I’m open to an explanation.
Takeaway Tip: Start by defining your objectives. Then make sure your offers/discount devices are a realistic fit for reaching those objectives.