Postcards and other mailers are an essential component of effective direct mail strategies. Businesses that optimize direct mail campaigns convert more sales, increase profits, and grow their customer base. One of the best ways to improve direct mail response rates is to use enticing calls to action. Continue reading this article to learn how to turn your direct mail calls to action into sales-driving tools.
What Is the Purpose of a Call to Action?
Arguably the most vital element of a direct mail strategy intended to guide consumers towards a sale is the call to action. A direct mail call to action is meant to grab viewers’ attention and persuade them to follow up.
Crafting potent direct mail calls to action takes knowing your target audience, buyer persona, and a persuasive prompt. When developing your mailer, you need to present your message in a way that prospective customers cannot ignore.
Utilizing Calls to Action To Improve Direct Mail Response Rates
To optimize your direct mail campaign, your call to action must clearly announce your offer. But it also has to align with your direct mail strategy and drive readers to follow up. Here are some tips on how to create direct mail calls 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.
No matter how creative and alluring your direct mail call to action is, it won’t have the same impact if it’s hard to read or lost in the imagery. Taking advantage of professional design services helps ensure your message is prominently displayed and created to stand out. Choosing the right font, color combinations, sizing, and art for your mailer is sure to bring it to life and improve direct mail response rates.
Incorporating Mailing Lists Into Your Direct Mail Strategy
If you’re looking to improve direct mail response rates, ensuring your pieces are getting in the right hands is necessary. Targeted mailing lists focus on sending offers and alerts to highly focused consumers who are most likely to move through the sales funnel.
You can generate these lists with various accurate datasets. This information includes age, sex, location, purchasing habits, and other demographics. Knowing exactly who you’re mailing to makes it easier to craft an attention-grabbing direct mail call to action and bring in new business
Optimize Your Direct Mail Campaign With Presort Inc.
Presort Inc. is a comprehensive direct mail marketing services provider headquartered in St. Louis, Missouri. Our direct mail, printing, presorting, and warehousing services develop direct mail strategies, improve direct mail response rates, and provide substantial savings on postage. Our in-house team of creative designers and copywriters is here to align your messaging with a direct mail call to action sure to take your marketing efforts to the next level. Reach out today to start planning your next mail campaign.