Which of the following is Most Likely to Be Included in a Direct-Mail Offer?
A direct-mail offer can be targeted to reach Consumers and Business owners who are likely to respond. However, the value of the offer must be considered carefully. If the value is too high, it may generate an insufficient initial response. On the other hand, if the value is low, it may generate a substantial initial response.
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Respondents
Non-responders are likely to be a similar age as respondents. Moreover, they are likely to have a different perception of the sender than the respondents. Some may even think that the email comes from a stranger. This might have influenced their responses.
Small business owners
A survey of small business owners shows that the internet is an excellent tool for attracting new customers. But small business owners are not always included in direct-mail marketing. That’s why it is so important for them to get indexed on Google, a search engine that ranks businesses by geographic location. Nearly 46% of all online searches have a local intent, so requesting indexing on Google is essential to ensure that your listing shows up when people are searching for your type of business.
Small business owners are often overwhelmed by the multitude of hats they wear and may be operating outside their wheelhouse. While direct mail does have a high ROI, producing direct-mail pieces can be time-consuming and expensive. As a result, small business owners tend to spend less than two hours a week on marketing.
Consumers with low cognitive effort
Direct mail has been shown to leave a more lasting impression on consumers than email or digital ads. According to a study by Marketing Profs, 75% of consumers can remember a brand they’ve seen after receiving a direct-mail ad, compared to only 44% who can remember it after viewing a digital ad. Also, consumers respond to direct mail more positively than email or digital ads, with a score of 20 percent higher for direct mail and only 21% lower for email.
Research by Neuromarketing Solutions shows that the most successful direct-mail offers will involve low cognitive effort. This is a major benefit for marketers. The lower cognitive effort required by consumers makes them more memorable and easier to understand than emails or digital media.
