3 Tests to Update the Mailbox
However, "creative" can mean different things to different people, and mailers run the risk of striking a discordant note in their packages. Freelance copywriter Bob Bly asserts that not only must the gift be desirable to the customer, but it also must be relevant to the product or proposition at the same time. Adding further to the debate, some marketers eschew matching a premium to the offer in favor of useful, more generic items like flashlights and calculators.
Bottom line: Let your industry be your guide. Offer-driven, utilitarian gifts (whitepapers, bookmarks) could work well in the B-to-B or financial sectors, but nonprofits and publishing have a little more leeway.
Switching It Up vs. Dropping It
If a package starts losing steam, there are a number of choices to make as far as an update goes. And with creative change in the wind, says Bly, a mailer often requires a new premium to deliver on what the new copy promises. This could be something as simple as a new freemium design, says Mann, or even cycling different gifts throughout the year.
Yet, this also is a time to ask yourself, "Is there ever a time when you should phase out freemiums and premiums?" says Mann. "If a customer isn't responding to the gifts or [is] telling you they don't want them, a mailer should always listen," she concludes.
Bottom line: If your ROI is still hitting the skids, ditching the gift could be a good option. However, before taking such drastic measures, consider the whole of the package — no element works independently of itself. Try promoting the premium more prominently, using a freemium instead or simply try a different gift altogether.