Yesterday I received an email from a car hire company containing an offer that must end soon. I didn’t book any car hire because of it though, because I don’t need to hire a car. Had the offer been for, say, a cheap flight to Paris, I might have taken it up, but very few people (I imagine) thought to themselves “hiring a car, I hadn’t thought of that, but now I’m going to take up this excellent offer I’ve just been emailed”.
For an offer to succeed, it doesn’t just have to be good, it has to be relevant to the recipient, either because they generally buy the product or service being offered, or because they are looking for it at that time. I’m very unlikely to go out and hire a car I didn’t need just because someone is promoting them.
I wonder what the offer’s conversion rate was?
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