Creative & Copywriting: Using Creative to Power the 1-2 Punch of Mail and Web

That's the beauty of a market-driven offer — when you use them wisely, you can control what happens and how it works. For mail and every other promotional medium, the offer is what should lead the charge.

For a retailer who wants to drive traffic into its stores, as Starbucks does, a postcard with an offer for retail is perfect. Starbucks takes it a step further and provides an offer to try a new product it's carrying, such as oatmeal. Meanwhile, Banana Republic wants sales anywhere and anyhow it can get 'em. A recent mail campaign from the apparel retailer had a coupon card inside a minicatalog that any recipient could take advantage of, regardless of where they shop.