Direct Mail Strategy: Ready, Set, Action!
2. Make your call to action stand out so it’s easy to see and easy to refer to later. Use bold-face type, underlining, contrasting colored ink or a visual violator. Your goal should be to create a call to action that’s one of the first pieces of copy to get read.
3. Rephrase and repeat the call to action. Because you don’t know where your reader’s eye will go first, include your call to action in more than one place. You never know which page(s) get read, or where your reader will start or stop reading. Not everyone starts reading at the top, then reads to the bottom of the page, or begins on the first page and reads straight through to the postscript. Studies show 30 percent of the population read magazines and catalogs back to front and 30 percent read the P.S. first.
Similarly, put a call to action on both sides of a postcard.
4. Put a call to action on your outer envelope or the outside panel of a self-mailer, when appropriate. It helps set reader expectations for what’s inside. For example, if your teaser copy doubles as a call to action stating, “First 50 to Register Save $200,” there’s a good chance recipients opening and reading your mail piece already are thinking about being among those first 50 responders.
Don’t be shy, retiring or demure. An appropriately strong, specific, compelling call to action is the one that generates the most response.