Business Services Industry
Guess the winner. (premiums in mailing lists)
Target Marketing, October, 1995 by Meyer, Tom
GIVE SOMETHING FREE AND YOU'LL INCREASE YOUR RESPONSE. BUT THE RIGHT FREEMIUM CAN REALLY MAKE YOUR MAILING A SUCCESS Everybody likes to get something for nothing. So any time you can afford to enclose a useful item in a mailing, test it! And don't hesitate to shout "FREE GIFT ENCLOSED" on the outer envelope.
This teaser copy should get your envelope opened, even though the term "free gift" is redundant. (Ever get a gift that wasn't free?) Another way to flaunt your generosity is to add a window to the outer envelope and show the freemium through it. While it costs more for the new window, you no longer have to refer to the gift and can use product benefit teaser copy instead. This is like fishing with two hooks - and you'll definitely attract more...
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