Using offers in direct mail has been common since the dawn of direct marketing. Frequently, when communicating to C-Suite audiences, using premiums in the mailings will yield stronger response.

But adding premiums in mailings brings with it a whole additional set of considerations and expenses. What may have previously been a standard letter package or self-mailer has now evolved into a dimensional box with additional postage.

There is no question that dimensional mail and premium packages work. But how do you justify the additional cost to the client? You can propose, for instance, that you send an item worth $20 a unit to a list of 2000 prospects. The client may love the idea, but worry about the additional cost with no measureable response. In essence, all 2000 recipients could just pocket the premium item and not respond to the offer or purchase without referencing the mailing as being the reason for response. Read more…