Vary the Offer, Keep it Fresh
Want to prevent a successful offer from fatiguing? Consider making minor adjustments to your offer and use a slightly different variation each time you mail.
Omaha Steaks, for example, mails retention and acquisition efforts on almost a weekly basis. According to the company’s Corporate Communications Director Beth Weiss, since April 2001, Omaha Steaks has been mailing a free burger promotion to customers, offering everything from six to 12 free burgers, and many variations in between. The offer used in one effort that mailed in February included a scratch-off game piece that reads “Scratch Here! For up to 12 FREE Burgers.” The winning number of burgers then were sent to everyone on the customer’s order form. Another variation on its free burger promotion that also mailed in February offered six burgers free with the purchase of “The American Celebration Combo.”