The Offer

“The offer” is what entices your recipients to respond accordingly: to buy, to donate, or
to sign up. It’s the product or service you provide, the price, and the benefits of
ownership.
Aside from matching the offer to the list, make sure that it is unique, practical, echoes
the nature of your brand, and that it carries good value. If your offer doesn’t stand out
and add value beyond its cost, you’ll lose money on your direct mail campaign.
Here are a few simple tried-and-true ways to “sexy up” your offer for direct mail:
1. Offer a premium as an incentive to buy; people love “FREE” bonuses.
2. Include a freemium inside the envelope, and mention the freemium on the
outside. This gets people to open your envelope (half the battle) and feel good
about your brand right away.
3. Offer a money-back guarantee and free shipping for returns. This dramatically
reduces the perceived risk of taking your offer.
4. Test a bill-me-later option.
5. Use scarcity, such as a limited number available or an expiration date on a
special low price.

An Appealing Offer
Every winning direct response campaign is powered by a great offer that is irresistible to
the target audience. A great rule of thumb is that your offer is responsible for 40% of
your campaign’s success, so it’s important to create one that aligns well with your target
audience.