Boost Direct Mail Response Rates by Mailing Half a Premium Says Dimensional Mailer Company

What boosts direct mail response rates better than a premium? Half a premium.


That’s what Canadian catalog printer Transcontinental has learned during the past two years. Transcontinental wanted to generate sales leads among catalog companies across North America. So, in 2005, the company mailed one walkie-talkie to vice presidents of marketing at business-to-business and business-to-consumer catalog companies. Prospects were invited to receive the other walkie-talkie free of charge in exchange for taking an online survey. The campaign generated a 50 percent response rate.


This year, Transcontinental did even better. They generated a whopping 74 percent response rate by mailing a high-end metallic lockbox to prospects in the same target audience. The lockbox had a combination lock, which was locked. A luggage tag invited prospects to answer a brief online survey so that they could get the combination.


Those who completed the survey and received the lock combination discovered that the lockbox contained a USB pen drive (the bottom half is an ink pen while the top half contains a USB data storage drive).


How much more successful is half a premium than a full premium (or no premium at all)? Well, Transcontinental tried mailing just a survey in an envelope but drew a paltry one percent response.


Transcontinental's two premiums generated spectacular response rates for a number of reasons:

1. They are attractive and have high perceived value
2. They are different from most premiums (mouse pad, anyone?)
3. They arouse curiosity because they are incomplete
4. They motivate prospects to respond

Article Source: http://www.content.onlypunjab.com

---- About the author Alan Sharpe is a direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using direct mail and email marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at www.sharpecopy.com. © 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).

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