London, Ontario

Heather Fletcher is senior content editor with Target Marketing.

When Ben Jackson took the position with in 2009, the marketplace for professional voice-over talent was still sending out batch-and-blast email campaigns to convert guest members who had free accounts to paid membership. Something had to change, knew Jackson, director of sales and marketing for the London, Ontario-based, auction-centric website.

Premiums are great way to incentivize your offer, no doubt about it. But while many mailers have used these response boosters to great effect, adding a premium requires a bit more thought than simply what to include and how to promote it, warn Dean Rieck, president of Westerville, Ohio-based copy and design firm Direct Creative, and Alan Sharpe, president of Sharpe Copy, a direct mail copywriting agency in London, Ontario. Here, they offer two things to heed when adding a premium to your campaign. 1) Keep your eye on your ROI. “Run the numbers,” Rieck says. Increasing net profit, not just response, is the

The thought of receiving something for nearly nothing is seemingly irresistible—after all, we’ve built entire holidays around the thrill of getting gifts—and because of this, the addition of a premium to your offer can boost response to your direct mail campaign. However, many mailers overlook the fact that premiums have the potential to lead less-than-desirable prospects to your offer. It’s sad but true; “Some people respond to direct mail offers just to get the premium, then they cancel their order,” says Alan Sharpe, president of Sharpe Copy, a direct mail copywriting agency based in London, Ontario. And there lies the rub. The hidden issue with

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