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A Great Direct Mail Campaign Needs a Strong Call to Action

Let’s be honest, people, in general, are not great at doing what they’re told. A red light means stop, but do they? “Click on this link” is a pretty straightforward command – but they don’t. So, if you’re planning a direct mail campaign to woo your customers, then you need to give some serious thought to your call to action.

What is a Call to Action?

A call to action is exactly that – a request for people to do something, to perform an action which results in a desired outcome. Click to visit our online store. Call us now. Like our Facebook page. All of these are clear, unambiguous calls to action.

However, you may be wondering how this applies to direct mail when it’s not as easy as just “clicking here.”

How to Create a Direct Mail Call to Action

There are a few vital things to do before you start crafting your direct mail campaign. Ask yourself:

  • What is my end goal?
  • What message do I want to convey?
  • What exactly do I want my customers to do?

Once you have the answers to these questions, you will have a clear road ahead which will not become complicated and diluted by other ideas or add-ons which will only confuse your audience.

Take a moment to put yourself in the shoes of your customers. If they can say, “So what?” to anything you say to them, then you’re wasting your time. Your message needs to be fascinating, compelling, and entertaining, and the result of your call to action should be relevant, exciting, and worth it.

Make it easy for your customers to respond to your call to action. Any hoop-jumping will derail your campaign and waste the time and money you have invested.

Click on this QR code to claim your discount.

Visit our store this Saturday only for 50% off all menswear.

The first 20 people to visit our website at www.ourwebsite.co.za get 20% off.

Simple, effective, motivational.

Good luck with your direct mail campaign – and remember, if you need help getting your message out there then feel free to contact Mailmech for everything mailing related.

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