In a Perfect World

An ideal direct mail offer should:

• Be tied to the brand and its advertising positioning in the market.

• Be linked to the product being promoted or sold.

• Add value to the brand rather than discount it.

• Be highly motivational to in-market consumers.

• Be intriguing to competitors' customers.

• Have high perceived value.

• Be low cost (both offer and fulfillment).

• Be easy to communicate.