Your success is our success. As we work with you on your campaign, we’ll guide you at every step to ensure your offer is optimized before it ships. Not all offers are created equal and not all offers will convert – that’s why we’ve put together this list of helpful tips below.

How to structure your offer

After distributing tens of millions of inserts, we’ve found that the best offers have these things in common to capture a consumer’s attention: a defined value that offers $-off (e.g. $50 off your first purchase), an expiry date, are produced to look like a gift card (not just a coupon) and a clear call to action with a discount code (versus a vanity URL) in order to track conversions.

Value

Consumers know what a good deal looks like. To determine what your offer should be, take your best performing offer from another channel (like Facebook or Instagram) and increase the value of it by 20% to 30%.

Going in with an aggressive initial offer will give your campaign the best chance of succeeding. It also allows you to monitor customer behavior over time to evaluate the CLTV (customer lifetime value) from each retailer you work with.

It’s also a good idea to associate a defined dollar value to your offer (e.g. $50 off your first purchase), instead of a percentage discount.

It should feel like an uncomfortably good deal that you’re offering. Go big with your first one, then ratchet down the value in subsequent campaigns to find your optimal value.

Expiry Date

Having an expiry date on your offer helps drive urgency and monitor your campaign’s performance, but don’t get too specific – you want to ensure consumers have enough time to take advantage of your offer.

We always recommend showing that the offer “expires within 30 days of receipt” and not actually defining an expiry date.

This will help avoid losing out on potential long-tail conversions.

Gift Cards vs Postcards

Our studies show that printing your offer on a gift card generates a 2x to 4x higher redemption rate than if you printed a 4″ x 6″ postcard. That doesn’t mean postcards aren’t effective.

If there’s any doubt, our recommendation is to split-test your first campaign to see if the incremental conversion of a gift card outweighs the incremental costs of production.

As you scale up volumes, you can dramatically reduce the cost of printing at scale.

Have Multiple Offers?

If you have multiple product offerings (e.g. a low price point and a high price point) and you are printing a postcard, we recommend you present one offer on each side and see which performs better.

This works best when there’s a big difference between the two offers. One should be at a lower price point (e.g. $20 off your first $50) and the other should be at a higher price point ($100 off your first $200 purchase) to allow different types of consumers to take advantage of your offer.

It also gives them an excuse to save your offer card after they use one of the codes.

Your Creative Checklist

As you put together your offer, ask yourself these questions. The more questions you answer ‘Yes’ to, the stronger your creative will be and the better it will be received.

  • Does your offer have an expiry date?
  • If so, is it a rolling expiry date?
  • Does the offer have a single call to action (e.g. discount code, vanity URL)
  • Does the offer outline a particular dollar value that the offer is worth?
  • Are you using both sides of your printed piece?
  • Is your offer better than what's available on your site?
  • Are you printing your offer on a gift card?
  • Is the value of the offer one of the largest elements on the creative?
  • Is your offer uncapped (e.g. no minimum or maximum spend, for all users vs. new customers)?
  • Is the value of your offer on-par with your top performing offers in other channels?
  • Have you customized your message and creative for the audience you're reaching?

Questions?

If you have any questions about how to create the most compelling offer, email us.