What kind of retail offers are people responding to? Increase your chances of triggering a response by using one of these 10 proven messages. Make it easy on yourself. Learn from what consumers value and why they open direct mail. See what works. The annual Vertis Customer Focus study has steadily demonstrated that consumers welcome direct mail. The latest findings (2008) show consumers have become even more receptive to using direct mail to seek information and obtain the best value -- proving direct mail to be an effective medium for retailers to connect with customers.
Retail direct mail messages that participants say they have responded to: | | | Message | | Total Adults | | 1. | | Coupons | | 71% | | 2. | | Buy one get one free | | 71% | | 3. | | Single item discount | | 63% | | 4. | | Percent off | | 59% | | 5. | | Gift card | | 52% | | 6. | | Everyday lowest price | | 37% | | 7. | | Grand opening | | 36% | | 8. | | Gift with purchase | | 34% | | 9. | | Consumer tips | | 29% | | 10. | | Event invitation | | 23% | |
Plus 26% say they've responded to a Loyalty Card Offer while 8% say None of these.
Reasons that make a difference as to what direct mail participants say they open: |
| | | Reason | | Total Adults | | 1. | | Timing of the piece arriving coinciding with need for the service/product | | 67% | | 2. | | Consumer's name on the front of the envelope | | 66% | | 3. | | The package looks interesting | | 60% | | 4. | | A special offer or discount | | 54% | | 5. | | The package looks important | | 52% | | 6. | | Feel something in the package | | 51% | | 7. | | A free gift or token inside | | 42% | | 8. | | Dated material enclosed | | 35% | | 9. | | None of these | | 5% | |
Resources:
Vertis Customer Focus, Direct Marketing 2009: Retail