Direct response agency Dukky is offering a refund to mailers participating in its shared mailer program if the program does not pull an eight percent response rate.
Dukky is a direct response agency that specializes in campaigns focused around trackable gift cards.
Under the terms of its offer, Dukky will refund 50% of its campaign fees if the response rates to its mailer do not reach eight percent. The offer is being tendered to any mailer who signs up for the agency’s program before April 14.
Participating marketers track performance through an online dashboard which captures activation, feedback and action taken on the Dukky site. A unique identifier on each card allows marketers to match redemption with each recipient.
The gift cards will be distributed through one of several multi-offer mailer programs. Marketers will be able to choose which program they participate in by theme, audience profile, quantity and format, along with other demographic and geographic attributes.
The Analyst’s Take: There’s a world of difference between an activation and/or a redemption and a purchase. If marketers have to accept a wider-than-they’d-prefer definition of what constitutes a response, this program’s value fluctuates. That said, in rough economic times it’s nice to see a vendor put a bit of its own skin in the game. More vendors might consider making similar offers, especially if they have unused capacity, and more marketers might consider making it a part of their negotiating strategy.
