These “Free” postcard promotions come from Graze, a subscription-based service that sends out personalized snack boxes to...View More their customers. They've been using this free promotion since late 2014 after trying a $1 promotion.
Graze has a very simple process. You go to their site, choose a select number of snacks from the 100+ available, submit your order and shortly after, you receive a box with all of your chosen snacks.
Because the concept & process is so straight-forward, it makes sense that Graze decided to use a simple postcard. It’s a “free offer” that’s easy to understand & there’s not much need for a ton of convincing. Like many food-related items, delicious-looking photos help tremendously, which is why they made the right side of their postcards primarily for photos.
Of course, Graze ran this free deal with the goal of converting first-timers into long-term subscribers. And they tip the scale in their favor by requiring you to put in your credit card info for the free box. That way, instead of deciding whether you want more, you must decide whether to cancel, which could be a tough decision if if you liked the snacks.
Free Offer Postcard Promotion from Graze Swiped in April 2016
When your process & directions are simple, it makes taking action a LOT easier for your customers. 3-4 steps is a nice sweet spot, especially when it’s online where less effort is needed.
We all know there’s no “free lunch” in business. The art of using free is to make it seem like there’s no strings attached. The more subtle the back-end the better. Note how Graze only mentions putting in credit card details in small print. The focus is primarily put on the free offer to build up desire to the point where the customer’s more willing to put in their card info.
When you’re selling food-related items, including great food photography should be at the top of your list. It appeals greatly to the senses. The logics in selling food include health/nutrition facts, price, amount/value. However, the emotional appeal can easily take over the logical side when it comes to eating.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of graze.com below.