Direct Mail Strategy: Ready, Set, Action!
The mail piece assumes the reader will take the time to go to the DMA Web site to learn the specifics—“Register by June 30 and Save Up to $200.” It’s much more effective to include specifics in the postcard call to action where the reader’s eye will be drawn to the date and dollar amount. This change alone dramatically could increase response, Web traffic and, ultimately, registrations for the DMA fall conference.
How. Obvious as it may seem to you, you need to tell your readers exactly how to respond. For example, if you want them to call, tell them to call and provide the phone number. And make sure the phone number is easy to find, easy to read and easy to refer to later. Show it in more than one place and make sure to place it close to the call to action, if it’s not already part of it. Put it in at least one “hot spot.” Hot spots are where the eye goes first. Remember, response diminishes when your reader has to search for the information needed to respond.
For example, the call to action copy in the Southwest Airlines self-mailer, “3 Easy Steps to Take 15% Off,” does an excellent job of explaining what could be a complex response concept. It uses a subhead and bulleted copy to explain how easy it is to book a reservation online and qualify for a special 15 percent discount.
Here are four additional tips to make your call to action even more effective.
1. Start your call to action with an active verb such as rush, renew, register, call, visit, preview, check, reserve, mail, send, hurry, act, save, win, invest. Make it clear you want the reader to do something—the more persuasive and benefit-oriented, the better.