What do you carry in your wallet? If it's like mine, it's filled with discount devices -- gift cards, savings certificates, coupons and other ink-on-paper reminders of money-saving offers you have good intentions of using.
If you're a direct marketer who sends these incentives to customers and prospects by direct mail, your challenge is three-fold.
First, you've got to get your mailing opened and read. Next, you've got to communicate your offer in such a way that it's retained and used. And finally, your discount device has got to be as durable as it is memorable, so it doesn't disintegrate or get lost in the growing stack of stuff that's filling your customer's or prospect's wallet.
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