Test Offers Aggressively
After list, this is the second most important part of a direct mail package. I did a five-way offer test for the MathWorks, where one offer outpulled the others seven times over. The winning offer was "Free! The 5 Most Requested Technical Briefs and Articles from the MathWorks." Why did it do so well? It was a no-brainer. People always want what everyone else has.