Direct Marketing Strategy
The offer is often
referred to as the deal. This is what people get for there money.
Whether you're planning a direct marketing strategy, evaluating a
campaign or writing an ad much of the work revolves around three
important elements. The offer the list and the creative
and these elements work together or separately to make your
direct marketing promotion work.
The offer is the
product or service being sold and includes any warranties, guarantees,
features, and price and credit terms. The offer could also be the
actions someone needs to take to place an order like a shopping cart or
form on a Web site or reply card in a bulk mailing.
general advertising from direct email. General advertising often
excludes the critical information that should always be included in
direct email advertising. Direct email puts all the necessary
information together in an offer and tells the reader exactly how to
respond. People expect offers in direct email advertising. You must give
the prospective customer a reason to respond like limited offer or
special bonus, since the purchase is impulsive in nature.
Failing to make
the offer clear or forgetting to make an offer at all is a common
mistake among direct email marketing beginners. The way to get a
response to an offer is to make a deal that prospects can't refuse.
marketing, offers are categorized by the method of payment. Offers with
delayed billing and trial periods are soft offers. Asking for a
payment up front with a special bonus for paying now by credit card is a
hard offer. The payment terms like accepting credit cards online
makes a big difference in the response to the offer. Splitting up
payments can sometimes make a difference on higher priced items.
direct marketing the elements included in a product can make a big
difference in response. The price of an offer should be tested at
certain price points. Testing hard offer verses soft offer sometimes can
make a big difference in response rates. Always strive to improve your
offer by testing different elements of an offer.