Create an effective CTA for direct mail campaigns
Companies seek every opportunity to reach customers and grow the brand; from address standardization software to multichannel marketing, advertisers focus on stimulating sales through marketing endeavors. One of the best ways to increase sales from advertising campaigns is through cultivating a strong call to action (CTA) on all mailing pieces. Without the right CTA, a marketing initiative may become static in producing results.
A CTA should be direct and specific for marketing to generate consumer response, according to Target Marketing magazine. Simply asking customers to purchase the company's product catalog or go online to order may not be enough. Target Magazine advises marketers to choose each word carefully and include personalization into the CTA through calling the recipient by name. Marketers should include an action that consumers can accomplish immediately, such as downloading a free coupon onto their mobile device or calling a sales representative to answer questions about a special deal.
One way to think of the CTA is as a call to arms, according to Target Marketing. Many direct mail marketers forget to focus on the action part of CTA, allowing the marketing to become passive. Being passive may not stimulate sales, rather, giving consumers explicit instructions can help direct mail campaigns produce a higher response rate.
The company may also want to track and measure how customers react to specific CTAs by A/B testing to understand what words and phrases motivate consumers to purchase products or services. Such optimization, Modern Postcard states, in customizing CTAs to prompt sales is often absent from marketing campaigns.
Remembering to produce a CTA that is personal to the customer and utilizes active phrasing can help companies drive sales through direct mail initiatives. Marketers should keep in mind that consumers respond favorably to a CTA that tells them specifically what to do.