Archive for August, 2012

10 Easy Ways to Strengthen Your Direct Mail Offer and Beat the Control

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When attempting to beat the control, the temptation is to focus on new copy. But testing new copy alone has far less potential to influence results than does making changes to the mailing’s offer.

Here are 10 easy ways you can increase direct mail response by revising your offer.

  1. Offer something free. Your mailing can include an offer for free shipping, free financing, 3 months’ free membership, address labels, a bookmark, a decal, etc. On the back end, you can fulfill a nearly endless list of gifts – in all price ranges – for those who respond.

10 Easy Ways to Strengthen Direct Mail Offer
If you already offer a premium, test a new one. It doesn’t need to be expensive – or even relate to the organization’s mission – as long as it has a perceived value.

Unfortunately, many groups – and especially boards of directors – hate premiums, believing they cheapen the organization. But most donors and customers respond to (more…)

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