Best of the ISP-Lists

Before the Internet, There Was Direct Mail

The ISP-Marketing list explores direct-mail coupon advertising. Use the old to promote the new.

[March 22, 2000]

On the ISP-Marketing list in December, BS asked for comments on advertising with coupons:

"I'm thinking about trying a series of coupons mailings — direct-mail envelopes stuffed with lots of different offers. Has anyone tried anything like this?"

A number of respondents were unenthusiastic:

[GS wrote] "Several people I know have had excellent responses from these programs. Unfortunately none of them are ISPs, and I don't know of any ISPs which have tried it. But then I pretty much toss the packets when they come in."

[BB noted a pitfall] "You might want to see if you can insure that your coupon for Internet service isn't one of several in the same packet. We've done this twice. In one run we offered a 'buy one month get one month free' special; a national ISP had coupons in the same packet offering Internet connection for $12.95 if the customer used their long distance service. Coupons for dollars off at fast food places don't really 'compete' with each other, because the customer can use both in a short period of time. Coupons for subscription-type services don't have the same luxury."

However, other respondents were more enthusiastic:

[KR asserted] "We just did this with Val-Pak and got great response. We did a 2 sided, 3-color glossy (which really stood out) advertising ADSL and dial-up. Of course we listed our other services. Great response -- we sent to 10,000 select homes, got about 8 ADSL, and 6 dial-up customers, and spent less then $400. It was well worth the money spent."

[KM concurred] "Next to word of mouth, direct-mail coupons worked better for us than any other media."

RV pointed out that since Val-Pak is a franchise, deals may vary from region to region:

"My local guy offered to split the cost of a two-sided ad with one side promoting the Val-Pak site and the other advertising our company. He was also interested in a trade where we would help him promote his site and drive traffic to it in exchange for a coupon spot."

[Ed. note: Barter is taxable. Consult a tax advisor or accountant.]

—End