MediaPost | Scott Couvillon | February 9, 2009
2009 will see a seismic shift from long-term (branding) to near-term (sales) activity. The recent glut in retail spending has marketers trading share of mind for share of wallet. But the investment in marketing near-term, using offers, deals or closeouts, doesn’t necessarily have to come at the expense of the brand and the value that it creates in the lives of individuals… Read more
Archive for April, 2009
Note The ‘R’ In Customer Relationship Management
Personalized Gift Card Platform Promises To Raise Redemption Rates
Retail TouchPoints | Debbie Hauss | February 05, 2009
Promotional gift cards have had significant appeal to retailers looking to attract new consumers, but one of the major shortcomings about the form of plastic is that most card holders remained anonymous. This made it impossible for merchants to promote to the card holders and drive redemption rates. A new media… Read more
What is the quality of the mail piece and individual cards?
We use 130 lb. coated paper for the initial mail piece. The personalized Offer Cards perforate out of that piece and have the integrity of a typical paper frequent-flyer card.
If you would like to receive a sample Dukky via mail, click here and fill out your contact information.
What types of offers are most effective in a Dukky program?
The offers that are most effective will vary because response is based on how valuable your offer is perceived to be by the consumer. So, the more valuable you make your offer, the more responses you’ll get. One of the many advantages of participating in a Dukky program is that you are able to deposit the money normally allocated to producing a direct mail piece into the actual offer you are giving consumers. This opportunity greatly enhances a brand’s ability to provide a more effective and appealing offer.
To help you get started, we’ve created a tip sheet for writing better offers. If you would like to download that document, click here.
Who do I call if I am having trouble with the site?
We’ve answered many of our most common site issues in the troubleshooting Q&A section. But if you can’t find your answer there, please call any of us at 888.796.2770. If you would rather email, use info@dukky.com.
What do you mean by “double-digit response”? Is there an anticipated ROI?
The test program we ran had an 8% response rate, meaning that 8% of the Dukky recipients went online and activated their offer cards. Although that response is unheard of for the typical direct mail program, we anticipate a Dukky offer card having a response rate between 8% and 15%, depending on the value of the offers themselves.
If you would like to calculate the ROI for your Dukky program, you can use the ROI calculator available here.
What sustainable practices does Dukky incorporate?
You know what would really have an impact on the planet? Eliminating waste. Our products exist to increase redemption by only sending out what people want and will use. THAT is a sustainable practice we should all adhere to. Converting unsolicited marketing from paper to electronic is not a sustainable solution. Not only does it continue to waste people’s time but, “according to research firm Gartner, the internet tech industry creates about 2% of the world’s carbon dioxide emissions, equaling the airline industry’s CO2 output” (source Media>>, February, 2009)
Internet marketing saves trees. Increased redemption saves the planet.
Does Dukky use FSC-Certified Paper?
Dukky only uses FSC-certified paper. Our company is fully committed to being socially and environmentally responsible, which is why we adhere to the highest market standards for paper use. For more information on what FSC-certification includes, visit this website.
Can I organize my own Dukky mailer?
Yes! You can work with our Direct Sales team to customize a solo mailer exclusively for your brand. You not only control the entire mail piece, but also can fully customize the activation site, secondary marketing and the recipient list, including using your own existing database, if applicable.
contact:
888.796.2770
sales@dukky.com
What is the minimum quantity?
Each mailer within our Pay-for-Placement site has a predetermined quantity. The number for each mailer is shown when you are deciding which Dukky is right for you. In general, the smallest quantity we plan on offering through the Pay-for-Placement site is 25,000. However, we can arrange a smaller quantity if you purchase an entire Dukky for your brand or consortium of brands.