This self-mailer I received in early August from CookUnity reminds me of Season 12, Episode 17 of The Simpsons. Homer finds an old box of animal crackers that includes a “golden animal” prize: a trip to Africa. He tries to claim the prize -- even though the contest had been over for more than 30 years. Hilarity ensues.
Back in 2001, when I first watched the episode, I wondered: If the company had simply added a promotion expiration date to the box of animal crackers, would that have prevented all that hilarity? Can anything stop Homer Simpson?
The same question came to me this month when I received the CookUnity
self-mailer. Here, CookUnity is offering me 50% off my first week + 20% off the
next three weeks. However, nowhere in the mailer is a mention of a respond-by
date. That’s a classic Fail
for Content and a potentially Simpsons-esque Fail for Offer.
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| Self-mailer Address panel and front cover touting promotional offer. Turn up the 50HEAT! |
Why a Fail for Content? Because every direct marketing
communication should have a respond-by date. Without one, the customer has no
immediate motivation to act, and they might put it aside and forget about it
completely. If you don’t know your offer end date, consider messaging using a
soft approach: “Please reply by xx/xx/xx” or “Please reply in the next 30 days
to claim your savings.”
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| Self-mailer interior |
Why a Fail for Offer? Because, if you don’t communicate an
offer end date, someone might try to claim it later. If you’re in a situation
where don’t have a firm “offer end” date, at least consider a disclosure
reading, “Offer subject to change without notice.” Otherwise, Homer Simpson
might come knocking at your door when you least expect it. Doh!
Lesson: Your call to action should include a reason to take action now with an offer expiration date.
