You see two gifts on the
table. Both of them have your name on
it. One looks like Martha Stewart
wrapped it: the gift wrap looks seamless, it’s not covered from top to bottom
in pieces of tape, the folds are crisp and flat, and the ribbon and adornments
make it almost too pretty to open. The
other gift, on the other hand, looks positively plain next to it.
But you open both, right? That’s because you know that although having
an attractive outside is appealing, what really matters is what you find
inside.
You could argue that your customers
look at your direct mail packages the same way.
A colorful, image-filled outside will surely get their attention, but as
long as the content is engaging and relevant to the recipient, a simpler,
plainer outside will work just as well.
But you have to make sure that you
deliver on the goods. The can’t resist
discounts. The heartwarming
stories. The timely products. The picked-just-for-me services.
If you continually send your
customers, members, or donors offers that either don’t pertain to them or that
simply fail to excite them, they will no longer look at your direct marketing
as gifts but as burdens. Trash. Something to discredit and discard without
ever opening them.
Bells and whistles may catch their
eyes, but thoughtful, well-planned offers will catch your market’s
loyalty. Happy gift giving.
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