All direct marketing pieces should be created with a direct call to action (CTA) that leads them to respond in the way you want them to.
Direct mail marketing is so effective because it can reach a pinpointed audience. These are prospects that already have an inclination to use your services, which means they will provide more than a brief glance at your beautifully printed postcard. They will read it looking for value and reasons why your business or organization can provide what they need or want. But what should they do next?
All direct marketing pieces should be created with a direct call to action (CTA) that leads them to respond in the way you want them to. This blog will explain what the CTA does, show you how to craft an effective CTA, and how Presort Inc. is your local source for effective direct mail services.
A “call to action” is just that, inspiration or a reason to go and do something. It is usually a phrase similar to “contact us” or “visit our store today.” Before you craft your direct mail piece, consider what you want the reader to do. Are they to go to a website? Call? Do you want them to be aware of a sale or give feedback about a product or service? Decide what you want them to do and only stick with that single action. Multiple CTAs will only confuse a reader and confuse your message.
What should they do next? The postcard or mailer should have all the information the prospect would need to take that action. If you want them to go to a website, the postcard should have a scannable QR code that will direct them to the exact landing page that you want them to read. Never leave anything to chance or expect the recipient to read between the lines. This isn’t pointless hand holding, it is guiding the reader to fulfill the purpose of the mailer.
The CTA may need to accomplish a lot, but the most effective CTAs are those that are as simple and as frictionless as possible. They avoid asking for high-commitment or actions that the recipient would deem a chore. Consider where they are in the buying process and use the CTA as logical reasoning to take the next step.
- Start with an action – A strong verb makes your statement active and easy to understand. It should grab attention and naturally lead to the rest of the statement
- Create a sense of urgency – Your message should imply that waiting to take advantage of your offer is not the best course of action.
- Indicate a clear advantage – This is the seed that will grow into the sale. It is a direct answer to the question the prospect already has.
- Personalize the call to action – Our technology not only allows you to target recipients, it can even personalize the CTA to speak directly to the individual.
After the prospect reads the CTA they will most likely have made a decision about how well your products or services will suit them. The rest of the mailer can then be dedicated to describing an incentive and instructions about what they should do next.
Without a clear CTA, your direct mail piece is dead before it is even sent out. Presort Inc is here to maximize your ROI and provide the optimal value for your advertising dollar. The ideal direct mail piece starts with clear direction and ends with an eye-catching look and material appeal. What can Presort do for you?
We can assist with design and content – Many of our clients have come to us with an idea of what they want to accomplish and the results they want, we help them craft the perfect direct mail strategy with a clear call to action so they can take advantage of every opportunity.
We can assist with printing – Our printing services can handle any postcard, flyer, or brochure design. Now a clear CTA can be easily combined with high-quality printing to create an eye-catching and effective direct mailing piece.
We can mail and distribute your piece – It seems simple, but mailing the piece requires time and packing. Our turnkey services means your mailer gets to the recipients you intend.
We can help track success – With our Presort Plus 2.0 service, you will know exactly how effective your direct mail strategy was, how many leads it generated, and can give insight about how to improve your messaging and your call to action for the next marketing campaign.
Do you have a direct mail idea? Reach out to Presort Inc. today and we can turn your idea into reality.