People may respond better to smaller prizes as they believe there is more chance that they will win, says an industry insider.
When offering prizes as part of an email marketing campaign, it can be beneficial to offer smaller gifts, an industry insider has suggested.
Erin Daly, enterprise marketing program manager at PTC, told Marketing Sherpa that her organisation carried out a study comparing response rates between a campaign offering a $10 gift card and another offering an expensive mattress set.
What she concluded from the experiment is that people will assume that they are not going to win the prize if it is too expensive, because the gift card offer ended up giving a 467 per cent increase in the response rate.
She told the website: "If the incentive is 'You get a $10 Starbucks gift card,' I know I'm getting that gift card and I'm much more likely to respond."
Last week, Shera Sherago, senior manager at Interactive Marketing, suggested to Marketing Sherpa that email advertising needs to be managed just as carefully as any other part of a promotional campaign.
06/10/2009
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