Posted By Seamus Barton
5 Compelling Calls To Action For Your Next Mail Campaign
Direct mail can be a powerful advertising tool, but launching a successful campaign can seem daunting for new marketers and business owners. There are many elements that make up a successful direct mail campaign, from understanding your audience and creating a targeted mailing list to crafting a message and integrating the mail piece with online media channels.
Each of these components is equally important, but having a well-timed, compelling, and relevant incentive is the key to achieving higher response rates. You want your mail piece to quickly entice the recipient to take further action – such as visiting your store, website, or social media page.
A strong call to action (CTA) is the cornerstone of successful direct mail pieces. It needs to communicate directly to the audience, telling them exactly what you want them to do.
Here are some compelling CTA examples:
- Send to URL to purchase
You can direct recipients to a specific URL to purchase a product or service. You can use the full URL of the landing page or a shorter, more convenient address. Alternatively, you can include a QR code that completely eliminates the need to type. You may use an incentive such as ‘go to this website to redeem your coupon’.
- Visit the website to learn more
This is the most common CTA for B2B direct mail pieces, as it direct prospects to a landing page where they can find more detailed information about the offer and get answers for their questions. For example, ‘scan this QR code to see more products’
- Call now for more information
This is another common CTA for B2B especially where the recipients are too busy to visit a website to search for what they want. A direct phone call is a much faster way to ask about the availability of a specific product or service. For instance, ‘call this number now to make an appointment’.
- Complete a web form
Landing pages can be used in different ways depending on what you want your recipients to do. A web form requires the person to fill out some information. You can entice the person to share this information by offering a discount or some other kind of reward.
- Visit your brick and mortar store for a new or unique offer
Emphasis is on the word “New”, which catalogue marketers can use to promote new products or services to existing customers.
For longer pieces of mail, it is recommended that you use the CTA multiple times. It may seem natural to close the message with the CTA, but since you don’t expect all recipients to read to the end, find creative ways to intersperse it throughout your offer. Also direct the recipients to different lead pages, forms, or phone numbers to better track the success of your mailing campaign.
Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!
About: Seamus Barton
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.
You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at firstname.lastname@example.org. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“
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