Critical Elements of an Effective Direct Mail Call to Action

To improve direct mail response rates and increase sales, the message on your mailing pieces needs to engage and involve readers. One of the best ways to do this is to tell the reader precisely what you want them to do. 

Tell them to call if your mail marketing strategy is to have prospects call to schedule an appointment. Want a reader to order a new product? Include “order now.” Specificity and actionability are fundamental to higher response rates. But don’t overwhelm the reader. Direct them to your website, tell them to call, or ask them to engage with a QR code, but don’t direct them all at once.

Direct mail calls to action should also provide value to consumers. As they sift through their daily mail, they’re more likely to take notice of messaging that provides a benefit. Your audience should know exactly what they get out of following up on your offer in as few words as possible. Announcing free trials, significant discounts, or self-improvement services immediately lets your target know what’s in it for them.

A personal touch also goes a long way towards improving direct mail response rates. Addressing the reader by name, adding a personalized URL, including a unique discount code, or another offer below your direct mail call to action‘s headline gives your mailer an exclusive feel.

Creating a sense of urgency is another sound direct mail strategy. You’ve undoubtedly seen ads claiming, “act now; supplies are running out.” While this seems overused, the intention behind the phrase is a great way to increase interactions. You can build urgency in your direct mail calls to action by limiting the length of offers or only offering a promotion to the first few customers.