Improving Your Call to Action
Direct mail usually consists of three parts: the list (who you are talking to), the offer, and a call to action. The call to action, which normally concludes your direct mail, is one of the most important pieces. The last thing that your potential customer will read, your call to action creates the impression and thoughts that will linger in their minds. It is, therefore, important that your call to action is clear, strong, and powerful.
Your call to action is what you are asking your potential customer to do. Words like “act now” and “limited time offer” usually are included in an effort to get your potential customer to respond. So what makes an effective call to action?
It is very important to have the right wording in your call to action. The best calls to action are clear and authoritative, but are not pushy or an “oversell.” The potential customer should have a clear idea of what they should do and what they will receive once they act.
You also want to make sure that the value behind your offer is readily apparent. The easiest way to do this is to tell the reader what they will gain by acting, such as a discount, free service, or complementary gift. Make sure that you don’t undercut the value of your product or service by trying to add humor or puns.
Make it easy for your reader to respond. Often a call for action includes calling a specific phone number or visiting a website. However, if you ask them to send in something, make sure that you have a self addressed, stamped response card. You never want to leave your customer with an easy excuse as to why they couldn’t respond.
Once you have crafted the wording and response mechanism for your call to action, take care in its placement. Your call to action should be readily visible from the moment your prospective customer views or opens the flyer, brochure, or letter. If your direct mail will be fold, the call to action should go above the fold so that it is immediately visible.
Above all, make sure to emphasize the call to action. Font, size, and color all come into play in making sure that the call to action stands out from the rest of your text. Remember, you should have only one call to action in your mailer, so you want to make sure that it stands out.
By strengthening your call to action, you can greatly improve the response rate of your direct mailers, helping you gain customers and increase their loyalty.