Offer types
| Offer | Example | Good for |
|---|---|---|
| Price | $50 off a service call | Considered purchases where price is a hurdle |
| Free add-on | Free filter with a tune-up | Protecting margin while adding value |
| Free first step | Free estimate or consultation | High-ticket services |
| Bundle | Two rooms cleaned for the price of one | Raising order size |
| Seasonal | Book before the first frost | Time-sensitive services |
| Gift or giveaway | A free dessert with a meal | Restaurants and retail traffic |
What makes an offer work
- Specific. "$79 tune-up" beats "great prices".
- Easy to claim. One phone number, one code, one step.
- Time-bound. A real deadline, printed on the piece.
- Believable. Too good to be true reads as a trick.
- Trackable. Only available through this mailing, so you can count it.
Common mistakes
- Several offers on one piece, so none of them stands out
- No deadline, so there's no reason to call today
- The offer is hidden in small print instead of being the headline
- No way to tell which responses came from the mail
Test one thing at a time
To learn which offer works, split the mailing: half get offer A, half get offer B, each with its own code or number. Keep everything else the same.
Questions
What's a good offer for direct mail?
A specific, believable reason to act before a deadline, such as a fixed price, a free add-on or a free estimate, that's only available through the mailing.
Should every mailer have a discount?
No. A free add-on or a free first step can work as well and protects your price.
How do I know which offer works better?
Split the mailing between two offers, each with its own tracking code or number, and compare responses.