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