What offers work best in direct and online marketing?

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By Tess Wittler

shopping trolley sale offersAccording to catalog consultant Stephen Lett, the most effective catalog and multi-channel offers are:

  • Free shipping.
  • Dollar amount off.
  • A percentage off.
  • A free gift with purchase.

Lett notes that free shipping can increase catalog sales by 20% or more.

Dollar discounts work better than percentage discounts because, says Lett: “Consumers can relate to actual dollar amounts easier than they can calculate the percentage.”

Source: Catalog Success, 4/09, p. 24.

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