Business owners and operators have to consider several factors to execute an effective direct mail campaign. Working with a mail services company that provides effective custom mail services can help you master the most important factor of all.
We’re talking about the call-to-action (CTA).
You can write the most engaging copy, add a couple of attention-grabbing images, and offer a great deal on a product, and still not close a sale because of a lackluster CTA.
Let’s see how you can write a call-to-action for your direct mail campaign that motivates potential customers to take action.
To the Point
One sentence at the end of the last paragraph is all you need in most cases to encourage your readers to take action. You do not want to leave doubt, make readers guess, or use vague language. Using clear, specific language opens the door to a possible sale.
“Call us today to schedule a free case evaluation.”
“Join our animal rescue team today and we will match your membership fee.”
“Order a laptop today and get it shipped to your home or office for free.”
The last CTA above is a prime example of how offering value can motivate customer prospects to take action. We all like to get something of value for next to nothing, which means offering value is one of the most effective ways to motivate your readers to take action. Just a simple call-to-action such as “Contact us today and you receive $20 in merchandise the next time you shop at one of our stores.”
Time is Running Out
One of the benefits of working with a company that provides custom mailing services is you have access to a custom mailing list of potential customers. Having access to a potential base of customers provides you with the opportunity to add a sense of urgency to your CTA. Using phrases such as “Act today” or “We’re running out of supplies” represents a classic call-to-action because it relies on timing.
Add Two Call to Actions
Depending on the length of a direct mail piece, you might have the opportunity to add two CTAs. A mail services company can recommend when a direct mail piece should include two call-to-actions. The first CTA should be placed under the first paragraph of the content for the direct mail piece, while the second CTA goes at the traditional spot at the end of the content.Finally, make your CTA easy to find. Try placing a CTA in a shaded box or highlight it by using a different color for the font. Our custom mail services company can help you create the most persuasive CTAs by offering the services of our talented team of graphic designers.