Today I received a direct mail promotion from a company called Vocus selling a PR management system.
The offer: take a demo and get a $50 Barnes & Noble gift card.
Only problem is, I took the demo months ago and never received the card.
Each time a Vocus rep called me to follow up and sell me their product, I explained we had nothing to talk about until I got my gift card.
The reps told me they had no control over that and seemed totally unconcerned.
If you are going to make an offer in direct mail, honor it when you get a response.