Research has shown that a direct mail letter with a premium offer can outperform a sales letter alone by as much as 300%. Why do premium offers improve direct mail response? Simply because everybody likes to get something for free. If you have not offered premiums in your most recent campaigns, you might be missing out on a lot more sales.
The key to a successful premium offer is that the item must have a high enough perceived value to prompt the call-to-action
A premium is anything of value that your prospects receive for taking whatever action it is that you want them to take. According to Ron Carr, founder of WinCustomersBack.com, the most effective premiums often have nothing to do with your products or services, but rather are intended for the personal use of the recipient.
The key to a successful premium offer is that the item must have a high enough perceived value to prompt the call-to-action. At PIP Printing, we can help you select premium items that have a high perceived value, but not necessarily at a high price. Call us for ideas.
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Another good way to give your response rates a boost is to use personal urls. An example of a Personal URL would be: yoursite.com/Jim.Smith and when “Jim” visits his personal url, the website will usually be customized to him. It also allows the marketer to track who is responding.