Business to Business Direct Mail Sales Letters Need an Offer (and Here's Why)

In direct mail, the offer is the incentive or reward that you dangle in front of your prospects to motivate them to respond to your mailing. In business-to-consumer direct mail, for example, a magazine publisher will offer a yearly subscription to its magazine at 60% off the newsstand price. The discount is the offer. It motivates prospects to subscribe now and save 60%.

Offers are vital to the success of your business-to-business (B2B) direct mail campaigns as well. You need to motivate action. Without a clear, compelling offer, your response rates will be low and your mailing unprofitable. Here